11 awards for Zone Denmark in 2020:
Cascade of prizes for Zone Denmark
causes optimism at a difficult time
The Danish design brand Zone Denmark has won 11 international design awards so far in 2020. A result that the Zone team itself attributes to a daring attitude, stubborn optimism and a close collaboration with hand-picked, skilled people – and which creates hope and motivation in a challenging time. Zone Denmark was a slightly outmoded interior brand when a new team took over five years ago. The brand began an ambitious transformation to lift it into a new design-driven era, and the process took off in earnest when Zone Denmark was acquired in 2018 by Scandinavia’s leading brand house, F&H in Viborg, Denmark. At F&H, Zone Denmark has been given the framework and the power to realise initiatives that have increased exports, fostered new sub-brands and cemented its position as an innovative design brand that challenges the more established players. And it has paid off. Zone Denmark has experienced explosive organic growth and sales that have increased significantly every year.
Awards consolidate design profile The team’s efforts began to pay off in 2016, when the Peili bowl series won a Red Dot Award. Since then, Zone has been awarded 27 additional prizes, including several German Design Awards and German Brand Awards as well as multiple IF Design Awards. Most recently, the brand added its fourth and fifth Red Dot Award to that collection, received for a side table in the INU spa series, designed by Tilde Nygaard from Neu Studio, and a glass series in the ROCKS cocktail concept, designed by the duo Mavro//Lefevre, respectively. “We’re just so happy, proud and overwhelmed,” says Design & Brand Manager Michael Bruun. “We’ve very consciously aimed to refine our profile as a design brand, and the many awards show us that we’re close to that goal. But we are still hungry and motivated to continue at the same pace and with the same nerve. Our results confirm that good design at affordable prices has its merits – even when changes are happening around the world that are beyond our control.” 1 | Zone Denmark 2020
A deliberate strategy
Strong brand management The cascade of prizes received by Zone Denmark not only cover the brand’s products. In 2019, the German Design Council awarded Zone Denmark two prizes for excellent brand management in the following categories: Kitchen and Household Appliances and the prestigious special prize ‘Brand Innovation of the Year’. In March this year, the brand’s new spa and wellness concept INU received a German Brand Award Gold in the category Excellent Brands – Interior & Living, and the concept also won the ‘Newcomer Brand of the Year’ award in the same category.
Zone’s strategy is based on an in-depth knowledge of the retail sector and a very close collaboration with a handful of Danish designers who combine commercial understanding with a talent for simple and functional design. The team of partners is hand-picked, and the dialogue is intimate and open. And that’s no coincidence, either. The combination of a small but dedicated team based at the head office and a strong external network creates a dynamic work process and ensures that Zone is continuously supplied with new ideas and initiatives. The partners are considered an integral part of Zone Denmark, and both challenges and successes are continuously communicated. This ensures a shared set of values and a strong and consistent profile, enabling both internal and external members of the team to assess which ideas hit (or miss) the mark.
SINGLES Kitchen / German Design Award 2020
SUII Bath / iF Design Award 2020
SINGLES Kitchen / German Design Award 2020
“We run our brand and sub-brands tightly, work with well-defined personas and have developed a small-meshed filter for what each series should accommodate,” explains Michael Bruun. “All of this of course happens with a keen eye for what our target audience wants. We are very proud that independent design experts select our brands and our products as award winners – but we will always ultimately tailor our designs to our customers and design-loving consumers,” he concludes. INU Side Table / Red Dot Design Award 2020 & German Brand Award Gold 2020
SINGLES Dishwashing Set / iF Design Award 2020 | 2
Sofie Lefevre, designer – Mavro//Lefevre
Tilde Nygaard, designer – Neu Studio
“We have a very open and friendly tone in our collaboration with Zone, which enables a lively exchange of ideas as well as discussions about design, production etc., where action follows close on the heels of ideas. We can sense the people behind the brand and their aim to grow and encourage the entrepreneurial spirit.
“I’m incredibly pleased and proud that Zone has put their confidence in me and given me the opportunity to contribute to the development of the INU brand and products. We’ve created a sensual series inspired by the sea and the Scandinavian bathing and sauna culture.
Zone involves us in many things and keeps us informed about what is going on. In this way, it’s easy to feel part of a team and as if you’re actively contributing to making Zone what it is. That’s a great thing to experience as a designer, because the energy of the creative processes is retained.”
SINGLES Thermo Jug / iF Gold Award 2020 & German Design Award 2020
3 | Zone Denmark 2020
UME Bath / Red Dot Design Award 2018 & German Design Award 2019
The two German Brand Awards and the Red Dot Design Award we received for the small side table were not my first design awards, but they have a very special place in my heart. We’ve worked intensively on both the brand and the first products for more than a year, and I’m very pleased with the result and the reception INU has gotten. So I very much look forward to continuing to develop both the concept and the product range in cooperation with Zone.”
INU Bath / German Brand Award Gold 2020 | 4
Winner, Red Dot Design Award 2016: Peili Series
Winner, Les Découvertes Award 2016: Peili Series
I T S TA R T E D W I T H A B O W L
YOU CAN’T GET ENOUGH OF A GOOD THING “It feels nothing short of amazing to be rewarded for pursuing our true passion – namely good design. And 2020 is no exception. In collaboration with our talented Danish design partners, Zone Denmark has won 11 design awards this year. It culminated with us receiving two Red Dot Awards this spring – one for our ROCKS glassware range designed by Mavro//Lefévre, and the second for Neu Studios side table from the new INU collection. We’re bursting with joy and pride!” Michael Bruun, Design & Brand Manager Zone Denmark
Winner, Formland News Award 2016: Peili Series
Winner, German Design Award Special Mention 2017: Nova One Series
Winner, Red Dot Design Award 2018: Origami Trivets
Winner, Red Dot Design Award 2018: Ume Series Winner, iF Design Award 2018: Peili Oblong Winner, iF Design Award 2018: Puck Hooks
Winner, German Design Award Special Mention 2019: Peili Grinder
Winner, German Design Award Special Mention 2019: Peili Oblong Winner, German Design Award Special Mention 2019: Puck Hooks Winner, German Design Award 2019 Bath & Wellness Category: Ume Series Winner, iF Design Award 2019: A-Rack Winner, German Brand Award 2019 Brand Innovation of the Year Winner, German Brand Award 2019 Kitchen & Household Appliances: Singles Series
Winner, German Design Award 2020 Excellent Product Design/Kitchen: Singles Series
Winner, German Design Award 2020 Excellent Product Design/Tabletop: Origami Trivets Winner, German Design Award 2020 Excellent Product Design/Furniture: A-Rack Winner, iF Gold Award 2020: Singles Thermo Jug Winner, iF Design Award 2020: Suii Series Winner, iF Design Award 2020: Singles Trays Winner, iF Design Award 2020: Singles Dishwashing Set Winner, Red Dot Design Award 2020: Rocks (Full Glass Series) Winner, Red Dot Design Award 2020: INU (Side Table) Winner - GOLD, German Brand Award 2020 Excellent Brands - Interior & Living: INU Series
PEILI Bowl / Red Dot Design Award 2016
5 | Zone Denmark 2020
Winner, German Brand Award 2020 Excellent Brands - Newcomer Brand of the Year: INU Series