Obaku Brandbook 2017

THIS IS WHO WE ARE .

By Obaku Denmark

CONTENTS

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LETTER FROM THE BRAND DIRECTOR

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INTRODUCTION

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TEN YEARS OF OBAKU

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DANISH DESIGN

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DANISH ‘‘HYGGE’’

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A F T E R N O O N T R E AT S

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ZEN

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DESIGN

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FROM IDEA TO REALITY

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CLASSIC CURVES

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DESIGNER PORTRAITS

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OBAKU CIRCLE OF LIFE

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W AT C H E S F O R L I F E

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1 0 T H I N G S Y O U D I D N ’ T K N O W A B O U T T H E O B A K U F A M I LY

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AARHUS - A GUIDED TOUR

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L ykke - W alnut

By Christian Mikkelsen

Did you know that Lykke means happiness in Danish?

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LETTER FROM THE BRAND DIRECTOR Feel the moment. These words define the philosophy of Obaku. Powerful words if you are able to live by them. When you feel the moment, you are present and feel alive. The past and future disappear for a short while, leaving only the current moment.

It may seem ambiguous for a watch brand to ask you to forget about time, especially in a busy world where minutes equal dollars, but Obaku strives to offer you products you can rely on to both help you navigate the hours of your day, and serve as a physical reminder to appreciate the beauty of the moment, all at an affordable price.

We launch beautiful new designs twice a year and are continuously amazed by the new creations that appear from the hands of Christian Mikkelsen and Lau Liengård Ruge. Part of the inspiration is found right here in our home town of Århus in Denmark. Dubbed “The world’s smallest big city” and “The city of smiles”, Århus was proud to be chosen as the 2017 European Capital of Culture. The 320,000 inhabitants of Århus are honored and we are happy to show off the merits of our small city.

G ran - C amel

By Christian Mikkelsen

In addition to finding inspiration in our own home town, Obaku is inspired by nature. The Obaku name stems from a branch of the Zen philosophy, and to us that feeling of Zen is often found in nature.

To delve deeper into the inspiration and process that Obaku uses to help you feel the moment, we’ve put together this book for you. I hope that you enjoy these insights into the beauty that is the brand, Obaku.

- Enjoy Henriette Grasa Arvin, Obaku Brand Director

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INTROD UCTION Obaku’s origin is a story about a Danish entrepreneur with a great respect and appreciation for the Danish design heritage, meeting a Chinese business woman who, through the traditions of Chinese culture, had a unique understanding and love for the Zen Philosophy.

This happened more than thirty-five years ago, when the two met and realized they shared a strong passion for watches, traditions, and design. It wasn’t long before they produced their first watch, soon thereafter starting an internationally renowned watch manufacturing company that continues to flourish.

After twenty-seven years of manufacturing watches for some of the bestknown brands in the world, the pair decided to launch their own brand, Obaku, in 2007. Obaku would pay tribute to and take inspiration from the cultural and design traditions of the Danish and Chinese culture, combining the classic Danish minimalist look with the cleanness and simplicity of Zen.

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Instrumental to creating the Obaku watches are designers Christian Mikkelsen and Lau Liengård Ruge, who designed the very first Obaku watches in 2007 and are the masters behind every Obaku design since.

Christian Mikkelsen and Lau Liengård Ruge have created a universe, where Nordic and Asian design idioms meet. A concept that is inspired by the root of both cultures and traditions – simplicity.

Obaku has become one of the fastest growing watch companies in the world and is still an independently owned and operated business with more than 200 employees, points of sale in more than seventy countries worldwide and offices in Denmark, China, Hong Kong, and The United States.

Obaku’s watches don’t just tell time, their attractive curves and simple and elegant design represent a feeling and celebrate the sheer beauty of basic materials.

- F eel the moment

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2009

2007

2008

L und - S teel

M orgen - S now V110 by Christian Mikkelsen

V129 by Lau Liengård Ruge

V133 by Lau Liengård Ruge

V146 by Christian Mikkelsen

One of the first Obaku designs, called V102. And it is still in the collection 10 years later. Talk about evergreen!

This elongated, elegant ladies watch was, without knowing it, to set the style for Obaku in years to come.

Still in the collection today.

A top-seller is born. Although the V129 was off to a slower start, once more Ladies watches appeared, the V129 took off and is still a hot item today.

Ultra slim elegance. A focus on how slim a watch can look on a wrist.

Following up on the feminine Obaku trend, Christian Mikkelsen designed this watch.

2010

2011

ten YEARS OF OBAKU

V102 by Lau Liengård Ruge

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S iv - S teel

G ry - S teel

S tille - S teel

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2012

T orden - N ight

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2013

D is - W alnut

2014

S ky - R ose

2015

2016

2017

L ys - R ose

V157 by Christian Mikkelsen

V165 by Christian Mikkelsen

V173 by Christian Mikkelsen

V183 by Christian Mikkelsen

V ind - C offee

G ran - M ahogany V196 by Christian Mikkelsen

V206 by Christian Mikkelsen

The slim case boarder and wide open dial, makes this watch a best-selling Gents watch. Even years later.

Building on the great design from 5 years earlier, this watch was launched as a follow up to the V110.

Adding Mother of pearl and Swarovski elements for an extra feminine touch.

For the first time Obaku launches an ultra feminine link watch for Ladies

A dual time watch in the Obaku collection for the first time! And it follows up on the interchangeable straps that were launched a few seasons earlier.

At the 10 year anniversary in Basel 2017, Obaku looks towards the future and launches a solar watch.

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R islen - N ight

By Christian Mikkelsen

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DANISH DESIGN

Danish design can be dated all the way back to the Vikings when the first Danes learned how to use natural and existing materials as a key element in constructing and designing ships and jewellery.

The Vikings had the fastest, strongest, and most beautiful ships for their time and wore the highest quality handcrafted jewellery. They followed very simple rules when designing and constructing these ships and jewellery. These rules are still some of the key elements in Danish design; functionality, edgy, clean lines, and a minimalist look.

Since the Viking age, Danish design has evolved from creating a simple, durable, and strong design, into helping elevate standards of living through simplicity and functionality mixed with a beautiful timeless look, using nature as inspiration.

Danish design became internationally known in the years after World War II having its international breakthrough in the 1950s and early 1960s. The post-war period experienced a lack of materials, and therefore durability and high quality was in demand.

Design in this period was thus characterized by simplicity, functionality, and minimalism. A political

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and social shift in Denmark saw Danish designers use the new industrial technologies, combined with ideas of simplicity and functionalism to design buildings, furniture, and household objects, many of which have become iconic and are still used today.

Designs such as Arne Jacobsens egg chair and Joern Utzon’s Sydney Opera House will live forever. Danish Design is made to last.

Today, Danish design is known around the world for its emphasis on function, the use of simple lines, good choice of materials and quality production, with a focus on less is more. If you take a stroll through the center of Copenhagen or any other major city in Denmark, you will see the city space is dominated by four to six-story buildings rather than glass and steel skyscrapers found in many other cities around the world. Denmark is being formed around contemporary architecture with the key elements being on light, water, open spaces, and sustainability.

Danish design serves many purposes, but most importantly it is designed to last a lifetime – this is also the key element in designing an Obaku watch.

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DANISH ’’H Y G G E ’’

C offee time

At Langhoff & Juul

It is all about atmosphere, warmth and about enjoying even the smallest things in life. Friends, family, the glow of candlelights and hot cups of coffee, heavy blankets and red wine. It means to be present wherever you are and to really feel the moment.

Hygge is to be with friends and enjoy each others company - to share moments over a cup of coffee.

V est - A zure

By Christian Mikkelsen

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D owntown stroll At Møllestien, Aarhus

Hygge is all about atmosphere, warmth and the smallest details.

T oft - M ahogany

By Christian Mikkelsen

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E ng - P ebble

By Christian Mikkelsen

Did you know that Eng is the Danish word for meadow?

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I ndoors

At the beach house Hygge is to cozy up inside with heavy blankets and candlelights - it is to create a warm and embracing atmosphere and to be present in the moment.

F lower picking

In the meadow

G ran - C amel

Hygge is to bring nature inside - to take a walk through the woods and pick everything you like.

By Christian Mikkelsen 30

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S ol - G old

By Christian Mikkelsen Did you know that Sol is the Danish word for sun?

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O utdoors

At Aarhus Docks

Hygge is to be outside - to breathe in the crisp Danish air and feel the ocean breeze on your skin. To take a break from the city only minutes from the centre and take time to really feel the moment.

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C ooking

At home

Hygge is to invite friends and family over for an afternoon treat, to catch up over a delicious dessert or an ice-cold drink.

AFTERNOON T R E AT S 36

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PANCAKES IN A JAR With forest berries and creamy caramel Serves 6 CARAMEL 1 can of condensed milk 2 tbsp. of heavy cream A pinch of sea salt PANCAKES 150 g wheat flour 450 ml milk 3 whole eggs A pinch of sea salt 150 g butter

Place the can of condensed milk on its side in a pot and fill with room temperature water - make sure that the water level is at least 2 inches above the can. Set pot over medium heat and allow to come to a simmer. Cook for 3 hours and check regularly to ensure that the water level is intact. Add more water when needed. Remove the can from the pot and let cool completely before opening. Now mix your heavy Dulce de leche with two tablespoons of heavy cream and sea salt for a creamy caramel drizzle.

WHIPPED APPLE CREAM One apple 200 ml of heavy cream

Mix wheat flour with milk, eggs, sea salt and whisk until smooth.

Now melt 100g of butter in a frying pan and mix it in your pancake batter. Set a frying pan over medium heat and wipe it with some of the excess butter, fry the pancakes and cut out small circles that fit perfectly in your jar.

BERRIES Pick your favorites

Now grate the apple and let the excess juices drip into a clean tea towel, whip the heavy cream and mix in the apple shreds.

Assemble the cake by alternately adding one cut out pancake, a drizzle of caramel and a spoon full of whipped apple cream until you reach your target height according to your jar. To add the final touch decorate with your favorite forest berries.

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BLACKBERRY BLEND With wild black-, blueand raspberries Serves 6 4 handfuls of mixed wild berries 2 teaspoons of white sugar 8 cl of white rum 5 tbsp. of sugar cane syrup 2 cl lime juice 4 handfuls of crushed ice

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Clean and cut the wild berries and put them in a bowl - leave a few for final decorations - drizzle with white sugar and let them sit in the bowl for an hour before proceeding. Now pour your berries with excess syrup into a blender, add white rum, sugar cane syrup, lime juice and crushed ice. Pulse until completely smooth and pour into six lowball glasses. Decorate with your favorite wild berries or edible flowers for a delicate natural appearance.

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ZEN

Obaku takes its name from a branch of the Japanese Zen philosophy that is characterized by a sense of calm and cleanness, and freedom from all superfluous details. The Obaku Zen philosophy dates back to 1661 when a small fraction of Chinese monks and their Japanese students settled and built the Manpuku Temple by the foot of Mt. Obaku in Kyoto, Japan. The Obaku Zen is the smallest of the three Zen schools.

Obaku Zen focuses on incorporating a total togetherness of body and mind. It is a way of being - a 42

state of mind. Obaku Zen tries to see things without distortion and to concentrate on the essential things in life.

The idea that there should be a sense of calm and balance in the items we use to adorn ourselves, is what gave birth to Obaku.

In Asia, the Zen philosophy has molded a set of basic values that pay tribute to simplicity and the search for the essence of life.

These values honor truth and calmness, and the search is a path of seeking inward for something with deeper meaning. To understand the Zen principles is to understand an ideal about elegant simplicity, effortless effectiveness, and beautiful imperfection.

The Obaku logo is inspired by the Zen calligraphic circle of life, also known as the “Enso,� which in Japanese means circle. It symbolizes strength, elegance, and the universe and is an expression of the moment. The calligraphic Enso refers to a moment when the mind is free to simply let the body and spirit create.

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DESIGN Simple, clean design with harmony in all proportions is a delicate art, which is only mastered by the most experienced and skilled designers.

All Obaku watches are designed by Danish designers Christian Mikkelsen and Lau LiengĂĽrd Ruge.

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FROM IDEA TO REALITY The elegant and recognizable design that defines each Obaku watch is as timeless and inspirational as the source used to create the design. Each Obaku watch requires skilled knowledge, creativeness, and the ability to turn old ideas and inspiration into something new, modern, and contemporary. Our designers use their unique insight and involvement in both the history of Danish design traditions and the spiritual settings within the Zen philosophy to create Obaku.

The Obaku designers are continually striving for perfection, trying to improve their designs within the 46

framework of minimalist design values. All Obaku watches are characterized by pure and harmonic designs, calm and balanced color schemes, high functionality, and good craftsmanship. Each Obaku watch is designed with focus and consideration on every detail, such as the size of the crown, the hands, the index on the dial, and the color of the strap. The result is perfection.

Both of Obaku’s designers have a master’s degree from the National Danish School of Architecture, and have more than fifteen years of experience creating minimalist watches. Generating a new idea for

a watch can come from many different sources of inspiration. Once a design idea is found suitable for the overall collection, Christian Mikkelsen and Lau LiengĂĽrd Ruge create a 3D design of the watch. From here the product development team creates a sample, which is returned to the designers who evaluate the overall feel and balance of the watch. When the overall design has been determined, designers begin working on the dials, hands and straps

tion phase, where the feel and first impressions are the main focus points for even more discussion and final adjustments.

This is only a fraction of the story behind designing an Obaku watch. Each Obaku design takes time, knowledge, and passion.

About three to four months after the first ideas were presented and discussed, a prototype is ready. This prototype will go through a final testing and evalua47

CLASSIC CURVES The iconic and highly recognizable Obaku watch designs are as timeless as their main source of inspiration: Danish design and Zen philosophy.

All Obaku watches have simple, clean, and classic curves with a focus on balance and harmony in every detail while also providing a very high degree of functionality - it is always easy to tell the time.

It may sound easy to create a simple, clean, and minimalist watch, but is quite the opposite. Any unbalance or the slightest imperfection will immediately be seen in such a clean design and therefore the designers have to rework all the details many times to find the right balance.

Obaku watches are true designer watches, not just because the designers name is engraved on the back case, but because every Obaku watch has unique design features that pay tribute to the origin and history of the brand. These features focus on the elegant and classic curves and simple look, sprung from the Danish minimalist design school along with the simplicity of the Zen philosophy.

Obaku watches are smooth, effortless, clean, and simple watches that, with classic curves, help attribute and highlight the personality and form of the person wearing it.

V and - R ose

By Lau LiengĂĽrd Ruge

Did you know that Vand is the Danish word for Water?

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LAU LIENGÅRD RUGE Working with Christian Mikkelsen, Lau has created Obaku watches motivated by the desire to combine form and function in a sublime design idiom.

“For me, the important thing is to produce a design that stands the test of time. I’m no fan of quick-fire, flavor-of-the month solutions. I want to come to grips with a design, and focus my energy on bringing it to fruition”, he says, at the same time admitting that he is an incorrigible perfectionist.

Lau Liengård Ruge trained as an industrial designer at the Aarhus School of Architecture in Denmark and has been interested in the creative aspects of life ever since childhood. He has played music for many years, and has always been engaged with designing and drawing. “Both my parents are creative people, and it’s only natural that their interest in music and art rubbed off on me”, he explains.

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Lau Liengård Ruge is full of praise for the classic Danish designers, who are renowned for the simplicity and functionality of their work. Nevertheless, he also fully appreciates the fantastic inspiration to be found in high-tech contemporary design idioms. “Basically, it’s also a question of maintaining a sense of pride in what I do, and remembering what the product will ultimately be used for,” he points out.

“Being involved in creating Obaku watches is a process that’s both exciting and interesting. As a designer, I am given free rein to put my personal fingerprint on the different types of watches in the collection. I am very aware of the different effects it has when working with different materials”, he says.

“The objective with my designs is to create products that people consider worth keeping.”

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CHRISTIAN MIKKELSEN

One of the main driving forces behind the Obaku collection is Christian Mikkelsen. Regarded as one of the best in the business, he is an architect educated in industrial design from the Danish School of Architecture. With more than 500 watch designs under his belt, Christian has been designing watches for more than fifteen years and is internationally recognized for his minimalist and contemporary designs.

Christian Mikkelsen’s work builds on inspiration from a wide selection of sources. He gets inspiration from observing the delicate details found in good craftsmanship as well as classic designs. His extensive experience means that he’s in a position to have faith in his own ideas. “I really trust my own intuition about a product, and always keep the person for whom the watch is designed in mind”, he says.

Having worked for some of the most prominent watch brands in the world, he is now settled in Hong Kong, where he enjoys the rich cultural and architectural contrasts that the dynamic metropolis offers.

Christian Mikkelsen grew up in a small, historic town in Denmark where craftsmanship was a way of life for many. His family tree contains many craftsmen and in his youth he frequented the workshops of boat builders, joiners, and others who had a tradition for taking pride in their work. This was where he learned the basics tenets of true craftsmanship. He has always been fascinated by detail and a keen admirer of true quality.

“Form and function both have a colossal influence on the final result, and it’s impossible to separate the two,” he says, adding; “Watches are now one of the products that are generally accepted as having considerable value as a social signal to the surrounding world.”

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S torm - G un T an

By Christian Mikkelsen

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OBAKU CIRCLE OF LIFE The Obaku logo is inspired by the Zen calligraphic circle of life, also known as the Enso, which in Japanese means ‘circle’. It symbolizes strength, elegance and the universe and is an ‘expression of the moment’. The calligraphic Enso refers to a moment when the mind is free to simply let the body and spirit create. In short it symbolizes everything an Obaku watch is.

E ng - S yrup

By Christian Mikkelsen

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L iv - P ebble

Did you know that Liv is the Danish word for life?

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W AT C H E S F O R L I F E We cannot change the entire world. But we may change the world for one person.

With this idea in mind, Obaku donates staff time and money to different local and international sponsorships every year. Since the launch in 2012, Obaku’s Watches for Life program has helped organizations and people in need across the world. The program is focused on creating a direct impact, where all donated resources are put toward projects that create an immediate and direct change in someone’s life.

For example, Obaku’s Watches for Life program has built a house for a family in the Philippines who have been homeless since Typhoon Yolanda devastated their village, Batug, in 2014.Obaku has also created a fund, where youth, with no other means, from this small village in the Philippines can apply for having their education funded.Every year, in lieu of Christmas presents to their partners, Obaku sponsors an orphanage in Thailand with the Baan Unrak project. For the sponsorship the Baan Unrak orphanage has, among other things, gotten a new roof as well as a water well.

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L ys - G ranite

By Christian Mikkelsen

Lys means light in Danish - It is meant as a compliment to the solar powered movement of this watch.

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G ran - C harcoal

By Christian Mikkelsen

10 THINGS YOU DIDN’T KNOW A B O U T T H E O B A K U F A M I LY

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01

Obaku’s Danish director, Johannes, loves to nap in the afternoon. He also has seventeen success points for living life, he loves to share with anyone who will listen.

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All Obaku watches have Danish names chosen by the Obaku team while they imagined they were on a raft in a lake, feeling the moment. The team looked around this daydream and named the watches after the elements they could see, feel, or hear. For example, “Lys” means “Light” and “Lykke” means “Happiness.”

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Obaku designer Lau Liengård Ruge loves to whistle. We think his best designs are made while whistling.

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The French bulldog, Karla, featured in several Obaku photo shoots belongs to Obaku Social Media Manager, Matias.

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Obaku’s Asian director, Catherine, owns a yoga studio in Hong Kong. All Obaku staff in the Hong Kong office get free yoga classes.

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Aarhus was chosen as one of the 2017 European Capitals of Culture. While Obaku had nothing to do with that, the staff here at Obaku love Aarhus and wanted to mention it again.

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If you see long blond hair in one of Obaku’s social media images, it might belong to Cecilie, a sales manager for Obaku. She spends a lot of time on her hair, and it looks so nice we can’t help but use it when we can.

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Obaku designer Christian Mikkelsen loves to play acoustic guitar. He actually plays quite well.

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Obaku’s sales manager in Hong Kong, Hayley, married Paul, whom she met right here in the company.

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Obaku’s brand director, Henriette, loves chocolates. Do not put chocolate in front of her. She cannot control it.

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AARHUS A guided tour through the city of smiles

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A arhus B otanical G ardens

Offering a wide range of plants, from medicinal herbs to subtropical palms, the botanical gardens really is a sight - and a spectacular place to take a break from the rest of the city.

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T he L atin Q uarter

The place to go if you want to really feel the Aarhusianian vibe - the Latin Quarter is known for its classic buildings, great restaurants, cafĂŠs and exclusive boutiques. Mejlgade is not only the oldest street in the Latin Quarter - it is the oldest street in all of Aarhus.

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ARoS

In the middle of Aarhus you will find ARoS Museum of Modern Art offering a wide selection of contemporary- and classic art. There is a spectacular view over the city when walking around the Rainbow Panorama - a 150 meter infinite walkway located on top of the museum.

DOKK1

Culture center and public library merged into one alluring architectural pearl.

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AARHUS Ă˜ A short walk from the center of Aarhus you will find Aarhus Ă˜ - an entirely new waterfront section of the city offering prize winning architectural treasures as well as a stunning ocean view.

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V enlig - C loud

By Christian Mikkelsen

Did you know that Venlig is the Danish word for friendly?

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S kov - D enim

By Christian Mikkelsen

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FEEL THE MOMENT

FEEL THE MOMENT

W W W. O B A K U . C O M