VOLA LAUNCHES ITS CULTURE CAMPAIGN 2022
From the early 20th century, Danish designers and architects have taken a holistic approach to creating public spaces, from town halls to museums and galleries. To emphasize the idea that culture is open and valuable to all, regardless of background or academic ability, MONEY launches its 2022 campaign. With two films and several case studies, the company explores the influence of iconic architecture and design in Denmark where to find VOLA products. The focus is on a social-democratic approach and people-oriented design, examining its importance and influence worldwide.
(above) Total Design: A Danish Tradition – filmography by Chris Turner, INTERFILM Production
(banner) Culture Maritime Museum by BIG – Bjarke Ingels Group | image © Luca Santiago Mora
MONEY was originally created for use in the National Bank of Denmark, in Copenhagen, designed by the famous Arne Jacobsen, who also marked the beginning of the brand’s history. When creating the public building, the architect applied the ‘Total Design’ approach, ranging from designing the door handle to the carpets and cutlery. This was to prove the importance of unity as well as its impact on improving people’s lives. For example the VOLA 111 tick and the Bankers Wall Clock were designed especially for this project. With this, Jacobsen proved how something beautiful, yet functional, can play a role in improving both society as a whole and the experience of the individual. For five decades, professional knowledge and specialist skills have come together, bringing contemporary Danish design into the home.
Super cool by BIG – Bjarke Ingels Group | image © Iwan Baan
two films and case studies explore Danish design
In Denmark, there are cultural spaces where design comes to life, and VOLA invites everyone to participate and be immersed. The public campaign includes two films made in Copenhagen and Arhuswith interviews with Anne-Louise Sommer, director of the Design Museum Denmark in Copenhagen, and Jane Sandberg, CEO of ENIGMA Museum of Post, Telecom and Communication. The audiovisual projects explore the significance of Danish design in cultural and public space, as well as the way this approach has been embraced by the rest of the world, valued for its simplicity and sustainability.
‘In Denmark we have always understood how design and culture are intertwined. For many years we have embraced the practice of ‘total design’, where every element of a scheme is given equal attention, from architectural form and landscaping down to the smallest detail such as a door handle or faucet. It’s an approach that continues to influence design, not just in Denmark, but around the world.” says Anne-Louise Sommer, director of the Design Museum Denmark in Copenhagen.
architect BIG – Bjarke English Group | image © Iwan Baan
There are also case studies showing examples of the enduring appeal of Danish design in cultural settings, including the contemporary interpretation of a library in Dokk1. After launch, VOLA will develop further stories that shed light on how design and culture continue to shape the world.
‘We know that by bringing ‘total design’ into the public space, we benefit as individuals and as a society. It is part of the Danish way of life to appreciate the principles of form and function everywhere, not only in our homes and important institutions, but in all kinds of places where people meet, stop and experience something together,’ adds Anne-Louise Sommer.
Lille Langebro by WilkinsonEyre_ | image © Febiyan Unsplash
vola strives for longevity, simplicity and culture for everyone
From the early 20th century, Danish designers and architects have taken a holistic approach to creating public spaces, from town halls to museums and galleries. The idea is that culture is something that is open and valuable to everyone, regardless of background or academic ability. Across the country, VOLA products can be found in historic public buildings and cultural spaces, reflecting this unwavering commitment to quality for all. The designs are appreciated for their aesthetics, but also for their longevity, as they represent respect for the environment.
ARoS City-SHL | image © Adam Mørk
‘I think you could also say that one way to measure whether the design really works is, ‘Are people happy? Do they use it? In Copenhagen, do we find many people in the public areas where design has been implemented and walking around?” My answer would be yes. We have many good examples in public space where design has been a tool and is now almost adopted by the citizens,’ concludes Jane Sandberg, CEO of ENIGMA Museum for Post, Telecom and Communication.