It was in 1955 that Arne Jacobsen created a milestone in design history – the Series Seven Chair produced by Fritz Hansen. Today, fifty years on, the same manufacturer has launched a challenge to leading contemporary brands: what would Series Seven look like today if it were redesigned?

Fourteen of the most important international brands responded to the appeal: Birger Christensen, Bisazza, Camper, Kris Ruhs/10 Corso Como, Diesel, Georg Jensen, G Star, Missoni, Hugo Boss, Louis Vuitton, Mandarina Duck, Paul Smith, Royal Copenhagen and Hummel.

The prototypes are being presented in an itinerant exhibition that kicked off in Copenhagen in September 2005, will be stopping off in London before showing at the prestigious milanese gallery of 10 Corso Como (from February 22 to March 4, 2006) and than moving on to New York and Tokyo. At the end, the chairs will be sold through an online auction and profits given to the Danish AIDS-Fondet for research and prevention.

https://www.fritzhansen.com