Your Excellencies, Ladies and Gentlemen

When I was invited to address this conference session ‘Design for Life’ (which I accepted with pleasure) my first question was:  what does ‘design for life’ actually mean? 

The term ‘design for life’ can be understood in two ways:

The first is design that remains contemporary and modern throughout a lifetime.  A design that later becomes known as a classic and one that is treasured by successive generations.  Danish designers have mastered this concept for many years, from Arne Jacobsen to Jorn Utzon and onto todays up and coming designers in architecture, fashion and furniture.

The second way is design that can improve lives and even save them.

Denmark’s long and outstanding tradition for design covers both the exclusive brands as well as design that is accessible to all.  Often Danish design is connected with the brands from the 50’s and it was in the mid 1950’s that Danish design began to receive international recognition.   In fact, export to the USA in these years gave Danish design its international stamp of quality.

And today Danish design continues to be well received in the United States.  During the week’s Creative Nation campaign I have had the opportunity to see some of the many Danish design concepts and products already present here.

The strong presence of Danish Design here in New York is perhaps most predominantly showcased at the Museum of Modern Art.  Basically, everything from the sofas to the cutlery is Danish designed.  This collaboration is a vibrant and strong one.  MoMA provides a permanent display for Danish design and this focus, one could argue, will help to increase demand in the United States.

Over the last few days, the Crown Prince and I have seen an exciting variety of Danish design and fashion.  We have visited the prestigious department store Takashimaya which is currently exhibiting 22 Danish fashion and design products.   We have participated in the inauguration of IKON – an exhibition of iconic Danish design products.  And I have also had the pleasure of visiting a number of other venues that serve as a platform for Danish design. 

Creativity is the cornerstone of the Danish economy and it is wonderful to see that Denmark is truly a part of the very dynamic and creative culture that is New York City.

It is not only in classic and iconic design that Danish designers excel.  Today Danish design is also focused on the demand for products that can help improve lives or even save them. 

The evolution of the concept of design from primarily aesthetic to problem-solving is demonstrated by the broad spectrum of winning designs at INDEX 2007.  INDEX is an internationally acclaimed design prize that is based in Denmark and focuses on Design to Improve Life worldwide.   This year’s winners were awarded in Copenhagen in August and included: 

·        Low-cost, high quality prosthetic products, that could make it possible for land mine victims from all over the world to resume an active life.
·        A medical device that the untrained can use to clear the airway of an unconscious person effectively and quickly.
·        A low-energy electric sports car.
·        A specially designed cap, mounted on easily available beverage cans that will protect against needle infections by preventing re-use of needles.
·        And the so called ‘100 dollar lap top’.

I look forward to following with interest the continuing diversification of design. I am confident that new and exciting relations between the United States and Demark will be initiated through the Creative Nation campaign and that those existing relations will be further strengthened.     

I hope that this ‘Design for Life’ session will be an inspiration for you all.

Thank you.