Ikea, the world’s biggest furniture maker, lives or dies by its design credentials. But other companies such as Kone, the Finnish liftmaker, or Lego, the toymaker also say design is crucial to their global appeal. The launch of Volvo’s new V40 car this year is being accompanied by seminars on Scandinavian design.
世界最大家具制造商宜家(Ikea)的存亡与其设计资质息息相关。但其他企业如电梯制造商通力集团(Kone)和玩具制造商乐高(Lego)也表示,设计对于它们在全球的吸引力举足轻重。沃尔沃(Volvo)今年发布了新版V40轿车,而数场围绕斯堪的纳维亚风格的研讨会也差不多在同一时间举办。
The companies themselves, as well as various well-funded bodies, invest in promoting Scandinavian ideas abroad.
各家企业本身以及各种资金充沛的机构都投入资金,在海外宣传斯堪的纳维亚风格。
Magnus Englund, founder of des-ign shop Scandium, wrote a book called Scandinavian Modern. To his surprise, 100,000 copies have been sold globally, mostly because Ikea promoted it – even though he had featured none of its products: “They thought it did enough for the Scandinavian design brand to be worth their while.
设计商店Scandium的创始人芒努斯·恩隆德(Magnus Englund)写过一本书,名为《现代斯堪的纳维亚》(Scandinavian Modern)。让他意外的是,这本书在全世界卖出了10万册,主要归功于宜家的宣传——尽管这本书里没有提到任何宜家产品。“他们认为,宜家身为斯堪的纳维亚品牌,值得在这上面花时间。
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