Dezeen promotion: Norm Architects' founding partner Jonas Bjerre-Poulsen explores the heritage and influence of Danish design in a short film presented by tap manufacturer Vola.
Titled Danish Design and the Future, the film is led by Bjerre-Poulsen, founding partner of Copenhagen-based studio Norm Architects.
Best known for its minimal aesthetic and earthy tones, the designer explains how Norm Architects has built on the traditions of Scandinavian design such as timeless aesthetics, the use of natural materials and modernist principles.
In the film, Bjerre-Poulsen shares his thoughts on the heritage of Danish design, as well as his own experience of growing up in Denmark and the ways in which design is embedded into the Danish culture.
"It's very difficult to describe exactly what Danish design is to me, because I've grown up in a society completely surrounded by it," Bjerre-Poulsen explains in the film.
"I think that's maybe one of the reasons why Danish design is so popular, because its all over the place – it's in public spaces, from lamp posts to way-finding systems – it's always been state supported."
"Design is a strong part of Danish culture, which makes it very hard to look at from the outside," the designer adds.
Danish Design and the Future is the first in a series of short films that have been launched on Vola's new web-based platform called On Design.
The On Design platform aims to create thought-provoking content, displaying exceptional examples of architecture and sharing professionals’ thoughts on topical subjects within the architectural world.
Situated on one of the oldest streets in Copenhagen, Norm Architects is a multi-disciplined studio working across different sectors including industrial design, residential architecture, commercial interiors, photography and art direction.
"I think [Danish people] have been told since we were children that design is an important part of our culture," says Bjerre-Poulsen. "But being here in Denmark, growing up, maybe you don't realise this because its just a part of your surroundings."
"But when you go abroad and see how private interests and private sectors disregard what we consider good design, then you suddenly realise how big a part of your culture it is," he continues.
"[You realise] how much you should appreciate that almost all built environments in Denmark are very precise and functional and beautiful, and made from good materials."
Bjerre-Poulsen also reflects on his studio's influences from their Danish context.
"Danish design is, in many ways, a reflection of central European modernism, which was about rational production," says Bjerre-Poulsen. "It was about simplicity and making design products that would stand the test of time."
"On one hand, they would be so simple that they would be timeless, and on the other hand they would have so much character that they would stand out at individual pieces," he continues.
Vola released another series of short films last year that explored the company's design history, craft, ethos and principals in celebration of its 50th anniversary.
The six films focused on Vola's core brand values, highlighting the individual elements that comprise its story since its origins in 1968.
To find out more about Vola's On Design platform, visit the company's website.
Filmography is by Chris Turner.