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Stringent Playfulness – Creative Circle
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Anne Katrine Okholm Skole
Te Danish design brand by Lassen, with its architect-designed furniture, shines like a lighthouse above a proud Danish tradition of design. Te brand is based on te legacy of te two brothers Flemming and Mogens Lassen, who were active from te early 1920's all te way up to te 1980's. Te two brothers played with architecture and design from a very early age and their playful approach was a red thread extending throughout their entire careers.
Each of them had his own idiom, and their respective designs therefore resulted in very different expressions. Flemming was organic, soft, and rounded while Mogens's approach was to play with mathematics and be more cubic. Inspired by te period in which they entered their careers, their playful approach towards design and their very different idioms, we have created a brand book whose imagery, iconography, content and typeform mediates to te reader te sources on which by Lassen is built. Te by Lassen brand book is permeated by te company's brand promise: stringent playfulness. Te book is full of stories about te two brothers and te influence they have had on Danish architecture and design, as well as offering beautiful pictures of each product.
Already on te cover of te book, an intriguing promise of playfulness is provided through a reference to te game of tic tac toe. It is a promise which is redeemed on te following pages as te cross and te circle establishes te foundation for a completely new type of alphabet in te shape of geometrical hieroglyphs. This geometry is also te starting point for graphical bulletins which visualize te qualities of te two brothers and throughout te book creates a logical, yet playful, signature explanation of which of te brothers designed which works.
Te book contains explanatory articles about te two brothers' most celebrated works as well as short portraits of each of them and brand pictures of te by Lassen collection - all photographed at locations that are relevant to te time te brothers were working.
Te brothers designed with a focus on their gut feelings: everything had to come together because ultimately te right result is defined by te feeling you get when you enter a room or take a seat in a chair. In other words: it's all about te feeling.
Our design process has from start to finish been focused on elevating te by Lassen brand promise; that is, a stringent playfulness that provides te reader with an experience in which everything comes together. It's all about te feeling.
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