Photography: Jonas Bjerre-Poulsen and Sandie Lykke Nolsøe.

AHEC and Brdr. Krüger
Strategic Co-Branding

Strategic co-branding project for American Hardwood Export Council (AHEC) and Brdr. Krüger.

Copenhagen Design Agency was engaged by American Hardwood Export Council (AHEC) to conceive and implement a strategic brand collaboration with Danish furniture brand Brdr. Krüger – alongside visionary Danish architect Hans Bølling and Danish designer Sara Martinsen.

The strategic partnership included both a media campaign and an exhibition titled ’The Home of Hans Bølling’ which was shown at 3daysofdesign in June 2022.

The campaign highlighted three under-used American hardwood species, selected for their combination of sustainability, durability and textured beauty: red oak, cherry, and maple.

Hans Bølling designed a lounge chair, a stool and a coffee table in the three American hardwoods. The furniture was developed in collaboration with family-owned and self-producing Danish design company Brdr. Krüger.

The exhibition was curated and set-designed by Danish designer Sara Martinsen, who also created a series of bespoke art pieces using the same American hardwoods.

“This is a particularly exciting project for AHEC, as it will bring together a very relevant message – the need to expand our timber choices to be truly sustainable, highlighting three high-performing and beautiful woods which are not currently being widely used – and the legacy of craftsmanship and timber knowledge of the Danish design sector. It is a collaboration with two partners with whom we share a love for wood and sustainability; iconic designer/architect Hans Bølling and powerhouse of Danish craftsmanship Brdr. Krüger.”

– David Venables, European director of AHEC