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POUL KJAERHOLM
A designer's designer and architect's architect, Poul Kjaerholm works in total harmony with his materials. His method, like point and counterpoint in music, is to explore the structural language of material and relate it to technology. The results, some shown below, have vested him and his manufacturer-client, E. Kold Christensen, with respect from both the lay and the professional world. A closer study of the photos will reveal the simplicity which is the basis of this reputation.
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Poul Kjaerholm started as a painter, then switched to furniture design and architecture. He graduated from the School of Arts and Crafts in Copenhagen, a theoretical school for furniture designers. A generalist, he has designed trademarks, posters, packaging systems, furniture and exhibitions. His beautifully conceived design for the 12th Trienelle at Milano (1960) is shown below, top right. A full-time instructor at the Royal Academy of Fine Arts, Copenhagen, he has designed everything shown here in his spare time. His interest in education keeps him at the Academy in preference to private practice. This
interest also expressed itself during our meeting, where some interesting points were discussed about the Academy. First, there is no tuition. The qualifications are desire, demonstration of ability and acceptable intelligence. Applicants are voted in by the professors and board of directors. 50% are admitted. Students work in the broad areas of architecture, town planning, lettering, landscaping and furniture design. Each Friday evening they go even further with this general education by working with films, sets for the ballet, even writing scripts for dramatic plays. Only after three years do they specialize in one area.
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1. Poster design by Ib K. Olsen (SIG). Photographer: Finn Lynggaard. Agency: direct. Client: Den Permanente. 2. Sign designed by John Andersen. Agency: Ulrich & Parrild. Client: DAME. 3. Brochure cover designed by Boye Willumsen (SIG). Photographer: Boye Willumsen. Agency: direct. Client: Ministry of Foreign Affairs. 4. Mailer designed by Arne Andersen (SIG). Agency: direct. Client: Christensen and Lundgren Printers. 5. Brochure design by Jorgen Madsen. Photographer: Hans V ejby. Agency: Reklame Tjenesten A/ S. Client: FDB. 6. Brochure designed by Ib K. Olsen (SIG). Agency: direct. Client: Novo. 7. Poster design by Henry Knudsen (SIG). Agency: direct. Client: SIG. 8. Poster design by Henry Knudsen (SIG). Agency: Thomas Bergs~e. Client: Christian Dior.
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ACBDEFG HIJKSMN OPVRU0AJ
yzxQTLW (above) Ole Bering (SIG) designed this alphabet exclusively for use in the Danish pavilion, '62 World's Fair in Seattle. Niels Hartmann (SIG), the graphic designer, integrated the lettering into the exhibit and all of the collateral pieces (pages 90 and 91).
(below) When ]0rgen 0 ksen was elected managing director of A/ S Laura Reklame and Marketing this March, one of his first directives was the creation of a mailing piece. Sven Bulow came up with this, stressing the new phone number in a direct way.
Good photography can make food look irresistible. This persuasive medium has been successfully used by the Danish Agricultural Marketing Board to create new markets for products which are even better than they look. The examples to the right are by J0rn Freddie (1,2) and Guldbrandsen (3,4). 94