World-renowned Australian-born industrial designer, Marc Newson, has designed a tea service in sterling silver, his first collaboration with Georg Jensen, it will be a limited edition of 10 sets. This is the first significant partnership with a contemporary artist since Georg Jensen’s collaboration with Verner Panton in 1988.
To announce the 11 year old companies first significant collaboration in more than 25 years, George Jensen teamed with young creatives in Denmark to produce these short films. George Jensen tells Adland that the brand decided to use filmmakers rather than an advertising agency, to capture the intimacy. David Chu, CEO of George Jensen says:
“Like the tea service, the campaign deserved time and craftsmen. I truly believe that by working directly with Olivia and Viva, and skipping the middleman, we have managed to capture rare, honest emotional content about our collaboration with Marc Newson,”
Olivia Frølich and Viva Siim’s poetic black-and-white storytelling stalks the Danish landscapes, as well as the silversmith's hammering away. As Marc Newson, is drinking his morning tea, and the skilled artisans at work in the Copenhagen silversmith are captured up close, we get a sense of the time and skills it takes to create a teaset. It takes three silversmiths six months to produce the limited edition tea service and it cost USD 125,000. These films are crafted with the same attention to detail and marks the first step into digital content for the brand.