Brand Tone

sophisticated, serene, artistic, and aspirational

Brand Values

• •Craftsmanship and Quality
• •Timeless Design
• •Artistic Expression
• •Fusion of Cultures
• •Materiality and Texture

Best Practices

• •Emphasize the Narrative: Every piece has a story. Whether rooted in an art movement, architectural style, or the fusion of Japanese and Scandinavian aesthetics, this narrative should be a central element of the copy.
• •Use Elevated, Evocative Language: Employ sophisticated and descriptive words. Terms like "sculptural," "monumental," "poetic," "serene," and "timeless" align with the brand's artistic and high-end positioning.
• •Focus on Materiality: Always mention the materials and textures. Detail the feel of Nubuck leather, the tactile surface of fiber concrete, or the reflective quality of chrome to engage the senses through words.
• •Maintain a Serene and Confident Tone: The brand is established and confident in its aesthetic. The copy should reflect this as it should be calm, assured, and never resort to hard-sell tactics or casual slang.
• •Bridge Functionality and Artistry: Consistently frame products as both useful objects and pieces of art. Use phrases like "functional artistry," "a tribute to authentic design," or "where art and functionality meet" to reinforce this core brand principle.

Social Perception

Perceived as a high-end, aspirational brand, synonymous with quiet luxury and sophisticated European design, offering functional and artistic "statement pieces" that blend Japanese and Scandinavian aesthetics.

Copy Examples

• •Introducing the Ghost Chandelier. A study in fluid dynamics, where light is sculpted into an endless, intertwining line. Forged in reflective chrome, it becomes a living sculpture, transforming your space with its delicate balance of presence and poetry.
• •Bold. Architectural. Unapologetic. The Brutus Dining Chair is an ode to Brutalism, crafted from cast fiber concrete to bring a monumental yet graceful presence to your dining space. More than a seat, it's a statement.
• •At 101 Copenhagen, we design objects with a soul. A fusion of Scandinavian simplicity and Japanese minimalism, each piece tells a story of craftsmanship, material, and timeless form. Discover design that transcends the ordinary.
• •Handmade artistry. The Sphere Vase series celebrates unique silhouettes and the imperfect beauty of handcrafted ceramic. Each vessel is a story told through form, texture, and color, designed to stand alone as a sculptural object or to hold delicate florals.
• •The Toe Lounge Chair, now enveloped in soft, Italian Nubuck leather. Inspired by 1970s futuristic design, its generous curves offer a sanctuary of comfort. A harmonious blend of functional artistry and luxurious comfort for the modern home. #101Copenhagen #DanishDesign #InteriorDesign #ArtAndFunction