Dezeen promotion: digital platform Danish™ features articles about both contemporary and iconic design from the Scandinavian country, as well as a catalogue of Denmark's designers and architects (+ movie).
Danish™ was launched in late 2014 by the Danish Design and Architecture Initiative (DDAI) to celebrate these industries at home, and promote them to an international audience.
"We started Danish™ because we saw a need and interest within the design and architecture field in Denmark that no one else was offering, and that was the need for an online platform that only focuses on Danish design and architecture," explained the magazine's CEO, Thit Juul.
The two main categories of architecture and design are divided into sub-categories including art, lifestyle, play and sustainability, which focus on the core values of Danish design.
Other features include articles by guest editors and stories about iconic Danish designs, such as The Spanish Chair by Børge Mogensen.
"Everything is ready to use, in the form of articles and company profiles, as we want people to share our material and reuse it," said Juul.
"We work closely with international journalists and bloggers, and encourage them to use Danish™ as an inspirational source of content to use and share, thus delivering Danish™ stories all over the world."
Designed by Spring/Summer, the platform has a minimal homepage featuring a white background with black typography and square images. At the top, a large image takes up two thirds of the space, with text to the right.
Below this, articles step down in groups of three from left to right. A square dedicated to Instagram flicks between links to accounts of Danish design brands.
Furniture brand Handvark and architecture studio CF Møller are among the designers featured on the magazine and described as "members".
On a page dedicated to Danish companies, brands are represented by square images of different sizes that are arranged around each. The user can click through to a page to find a summary of the company's work and a press kit ready to be downloaded.
Expanding beyond the online magazine, the brand arranges international press tours to connect journalists with Danish designers and architects, as well as producing exhibitions and events that promote Danish design.
Danish™ recently collaborated with Frame magazine for the Re-framing Danish Design exhibition. Two international designers were chosen to manipulate iconic designs by 10 Danish™ members as part of the project.
"We wondered what would happen if some of the Danish classics were put in the hands of two international designers with no restrictions?" said Juul.
The Re-framing Danish Design Exhibition was showcased at Copenhagen design fair Northmodern in August 2015.
Danish™ is now part of an initiative called Design to Innovate (D2i), which promotes design for business development and growth.
Visit Danish™ to explore the site and find out more.
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