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GREAT DANES: BOCONCEPT X MORTEN GEORGSEN

BRAND STORY BY EMMA MOORE

Grey Modular sofas
Black Billund table and Adelaide Chairs
Morten Georgsen

FURNITURE DESIGN WEEK: Find out what long-term BoConcept collaborator Morten Georgsen knows about designing for contract settings. (Spoiler: it’s a lot.)

Morten Georgsen, the Danish product designer who has made Valencia his home for the last 20 years, likes being his own boss. But it hasn’t stopped him having an extraordinarily enduring relationship with BoConcept, with whom he has fed the world’s hunger for Danish minimalism for over 30 years. Comparing the partnership to a marriage, he says it is successful because they share the same philosophy, and always ‘work together’.

Georgsen’s taste for pared-back design took shape in childhood when he read interior design magazines and studied ads for Bang & Olufsen. In his 20s, he found himself working for the Danish tech company’s legendary designer, David Lewis, whom he credits with teaching him the importance of balancing beauty and consumer needs. ‘Function should support aesthetics and aesthetics should support function,’ he says. ‘A beautiful design is in danger of not getting out there if the value of marketing is not understood. It’s an attitude that has also driven BoConcept’s success. ‘To quote Don Draper – Keep it simple but significant.’

Read the full brand story by Emma Moore

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Grey sofa and black floorlamp and coffee table

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