 In 1914, the Danish "Selskabet for Dekorativ Kunst" (Company for Decorative Arts) launched its "" (literally "Graceful Work") magazine.Its title became the name of a new Danish style of arts and crafts, both in objects and in architecture, to rival Art Nouveau and Jugendstil.From the 1930s, designers such as Alvar Aalto (architecture, furniture, textiles), Arne Jacobsen (chairs), Borge Mogensen (furniture), Hans J. Wegner (chairs), Verner Panton (plastic chairs), Poul Henningsen (lamps), and Maija Isola (printed textiles) helped to create a "golden age of Scandinavian design".