In Conversation with Great Dane Furniture

What inspired Great Dane to shoot a campaign in Copenhagen?

For years, we envisioned capturing our brand’s essence in Scandinavia, where our heritage is profoundly connected. This dream became a reality in a historic Hammerhøj apartment that perfectly reflects our holistic design philosophy. Shooting in Copenhagen allowed us to showcase our curated pieces in their most authentic setting, reinforcing our long-standing commitment to craftsmanship and timeless design.

How did you approach planning and executing this ambitious project?

Executing a campaign of this scale required two years of careful planning and collaboration with our Scandinavian network. We assembled an incredible team to find the perfect location, photographer, and logistics partners. Moving our handcrafted pieces through Copenhagen’s narrow streets and staircases was no small feat, but the effort was worth it. This campaign is a true reflection of the integrity, heritage, and design excellence that define Great Dane.

How did your chosen photographer bring the campaign to life?

Danish photographer Claus Troelsgaard was the perfect fit for our vision. Known for his sculptural compositions and masterful use of light, his work elevates architectural and design photography. Having previously shot for renowned architect John Pawson, Claus understands how to capture the essence of materiality and space. His eye for detail brought our collection to life in a way that feels both timeless and contemporary.

How does your collaboration with craftspeople shape the Great Dane collection?

For over 20 years, we have built strong relationships with Scandinavian designers and artisans who share our values of quality and longevity. We take pride in reintroducing archival pieces, preserving forgotten classics, and creating custom variations tailored to the Australian market. From timber finishes to upholstery choices, every detail is carefully considered to ensure each piece will be cherished for generations.

What makes this campaign a milestone for Great Dane?

We are the only high-end Australian furniture brand to have produced a campaign in Scandinavia, which speaks to our connection with the region. For more than two decades,

we have pushed the boundaries of what it means to be a brand with authenticity and heritage. This campaign was a defining moment for us - it captures everything we stand for: timeless craftsmanship, integrity, and a deep respect for design.

What exciting new brands and designs have you introduced recently?

We have added three new additions to our collection. Källemo, a Swedish brand founded in 1973, remains committed to resisting fleeting trends. The Botero armchair, originally designed for Stockholm’s National Museum, blends eras with a consciously eclectic aesthetic. Vandra Rugs brings new collections inspired by Stockholm’s Malmstenbutiken, combining Scandinavian craftsmanship with a strong social mission. Their weaving atelier in Ukraine’s Carpathian Mountains provides employment to artisans, preserving traditional techniques. Lastly, the Utzon Table 2 by dK3, designed by Jeppe Utzon - grandson of Sydney Opera House architect Jørn Utzon - honours a family legacy with a modern take on Danish Shaker design.

To learn more, visit https://greatdanefurniture.com/