Fritz Hansen新店启航，百年丹麦家具落户上海西岸梦中心

Fritz Hansen: A Legacy of Design Excellence

  Since its establishment in 1872, the Danish top furniture brand Fritz Hansen has been writing legends in the global design world with its core values of "eternal design, exquisite craftsmanship, and excellent quality". Throughout the three-century heritage, the brand has always adhered to the minimalist essence of Scandinavian design, collaborating with design masters such as Arne Jacobsen and Poul Kjærholm to create classic works such as the Series 7™ Seven Chair, PK22™, and Superellipse™. These works have not only become museum-level designs but have also been integrated into countless homes and high-end spaces around the world, becoming symbols of aesthetics that span eras.

  On October 28th, Fritz Hansen opened its brand retail store in Shanghai Xichang Dream Center in collaboration with the leading domestic design furniture sales platform, Chuanzhi Yuelai. Shanghai Xichang Dream Center, a new waterfront commercial project transformed from a century-old cement factory, has become a comprehensive cultural landmark integrating art performances, cultural experiences, and innovative business.

  The choice of Fritz Hansen to partner with Chuanzhi Yuelai and locate in Shanghai Xichang Dream Center has attracted high attention from the industry and consumers. At the opening ceremony, Sina Home had the opportunity to interview Dario Reicherl, the President of Fritz Hansen Asia, to delve into topics such as brand strategy, product design, consumer insights, and market environment to explore the aesthetic language and innovative practice of its products.

Fritz Hansen Asia President Dario Reicherl accepts an interview with Sina Home

HYGEE Lifestyle: Passing on the Warmth of Home with Minimalist Design

  When talking about why the brand chose to locate at Shanghai Xichang Dream Center, Mr. Dario shared his feelings about the unique atmosphere of Xichang: "In the heart of Shanghai, everyone seems to be under pressure and in a hurry, but Xichang Dream Center presents a different way of life. It's an open area where you can feel the relaxed and pleasant atmosphere by the river. We opened a new store here to convey this relaxed and pleasant, comfortable and happy lifestyle."

  In Denmark, there is a word called HYGGE, representing the unique lifestyle of the Danes. As a Danish furniture brand with a history of 153 years, the design of Fritz Hansen is always rooted in Danish culture. Mr. Dario mentioned, "The Danes are among the happiest people in the world. They live a slow-paced life, enjoy the company of good friends, and prefer to eat at home rather than dine out. The design of Fritz Hansen seems simple but is far from cheap. This simplicity makes the furniture a part of life, like a friend that accompanies you. For example, our famous Series 7™ Seven Chair, many people use it for meditation, and you won't feel any pressure from it. The minimalist shape can make people relax instantly." 

  Fritz Hansen has always emphasized the "warm characteristics" and "functional aesthetics" of Scandinavian design, and has also given special consideration to product materials, color matching, and store display. "Color is very important, and the color inspiration of our products comes from nature, such as the colors of grass, soil, and trees, which make people feel particularly comfortable and healing." 

Fritz Hansen Classic Product: Series 7™ Seven Chair and Superellipse™

  Walking into the Fritz Hansen area in the Chuanzhi Yuelai Dream Center store, you will find that it is like a corner of life. The products are not simply existing in the space, but are carefully arranged according to real-life scenarios. The dining table is placed in a bright area by the window, and when various dishes are served, the white elliptical dining table becomes the best canvas. It outlines a warm and lively scene with colorfully different chairs - without the obstruction of sharp corners, family and friends sitting together feel closer. The natural light outside the window falls on the table, making the texture of the food more vivid and turning every meal into a concrete interpretation of HYGGE life, just like what Fritz Hansen pursues, making furniture a carrier of pleasant time. In the reception area or reading area, more subdued and dark tones are used, paired with floor lamps or small desk lamps to create a relaxed and private atmosphere.

High Quality Not Luxury: Forging Classic Furniture with Artisanal Spirit

  Good design is not a luxury, it is a high-quality companion that can be integrated into everyone's daily life. Mr. Dario emphasized multiple times during the interview that the products of Fritz Hansen are not designed for a particular person, era, or trend, but are aimed at creating classics that can withstand the test of time. "You will find that our products not only appear in high-end buildings but are also used in ordinary families. In Shanghai, New York, Dubai, and even in Sicily, Italy, everyone can use them. Some of our classic products have been used for 50 years and can be passed on to the next generation."

  In addition to having many classic designs that have stood the test of time, Fritz Hansen also maintains a respect for innovation and has launched many minimalist modern designs that meet the needs of contemporary life. These innovative works also continue the brand's core logic of "function first" and often take 3 to 5 years to deeply cooperate with external designers. They draw inspiration from nature, combine healing natural colors, comfortable usage experiences, and current home scene needs, neither with the浮躁 of fashion changes nor with the distance of excessive design, just like the brand has always adhered to, making products a practical aesthetic carrier that can withstand the test of time and long-term companions of life.

  "We face significant challenges in the process of designing new products. As one of the world's oldest furniture brands, we have a heavy responsibility to create furniture. The key to making furniture not only lies in ensuring excellent quality but also in making products have a life span that spans time, can withstand the test of time, and become classics that can accompany users for a long time, even passed down from generation to generation. This is the core value of design."

Move Forward Slowly: Deepening the Chinese Market with Quality Service

  To date, the design works of Fritz Hansen have been sold in thousands of stores in more than ten cities, including stores in Copenhagen, Munich, London, New York, Seoul, Tokyo, and Shanghai. This time, the landing in Shanghai Xichang Dream Center can not only further expand the brand's offline touchpoints in East China but can also strengthen its brand concept with the artistic and cultural attributes of Xichang Dream Center, bringing a more immersive Scandinavian home aesthetic experience to Chinese consumers.

  Faced with the highly competitive environment of the Chinese imported design home market, Mr. Dario said that Fritz Hansen would not expand blindly: "Our store openings and expansions in China are very cautious because for us, customer service is of paramount importance. This not only refers to customer service in the store but also to the entire consumer experience process, including the visual display of the store, the professionalism of staff, and the product pricing that balances value and sincerity."

  From Denmark to China, Fritz Hansen brings a century of craftsmanship and aspirations for the Chinese market and will continue to open more new chapters in China. We have every reason to believe that under the leadership of Dario Reicherl, this century-old brand with both classic heritage and contemporary vitality will bring more products with aesthetic value and life temperature to Chinese consumers through its unique design language, and at the same time, write the Chinese chapter of Fritz Hansen in the integration of Eastern and Western design cultures. We look forward to Fritz Hansen continuing to deepen the Chinese market and accompany more consumers who love design and pursue a high-quality life, lighting up more life scenes with eternal design.

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