The past ten-year period of Danish design history is particularly interesting as design has developed in entirely new directions, mostly due to digital and technological advances. Design is no longer simply a competence that is applied in connection with product development and styling. Today, design has a clear presence in all industries and is used to create competitive solutions in communication, service, organization structures, etc. In addition, design is also used to address societal challenges in such areas as welfare, climate and environment, and it is thus more widely integrated than it used to be.

”Through a look at ten design aspects, our upcoming exhibition illustrates the wide scope and diversity of the design competence today. The goal is to communicate new knowledge about design and to highlight the new potential in the design competence, which has really come into its own in this millennium. Today, design can be viewed as a competitive parameter that is useful in all sectors and industries. Danish companies should be doing more to incorporate design in their business strategy to stay competitive in the global market place,” says Christian Scherfig, managing director of the Danish Design Centre.

The framework and shape of the exhibition is based on the figure 10 and the plus sign, which are recurring features throughout the exhibition. The number 10 refers to the ten first years of this millennium and to the ten design aspects that the exhibition explores. The plus sign refers to the added value that design can contribute. From different angles, the ten aspects explore today’s design competence.

The exhibition is open until 31 October 2010

For additional information, please contact:
Sanne Lund Hansen, project manager, slh@ddc.dk, tel +45 3369 3315 / +45 2623 9033
Susanne Søndahl Wolff, PR manager, ssw@ddc.dk, tel +45 3369 333309 / +45 2382 1314
Christian Scherfig, managing director, Danish Design Centre, csc@ddc.dk, tel +45 33693369