Arne Jacobsen's Series 7 chair has just turned 70. Why do people still seem to love it?
For many reasons. Firstly, it is a testament to superior design quality. It combines a narrow waist, a steel frame and a plywood shell to create a rather iconic design. Then there is its low carbon footprint. But above all, it's about simplicity and adaptability - especially in terms of colour. This is what has made Series 7 iconic. It's often the chair people sit in for dinner, a testament to its enduring relevance.
How about the carbon footprint?
A standard plastic chair emits around 200 kg of CO2, while the Series 7 chair emits only 27 kg—one-tenth the impact. Plus, it lasts a lifetime and can even be repainted. For its anniversary, we’ll celebrate through modern, exclusive, and collaborative adaptations, emphasizing refurbishment and reuse to give products new life.
Could you explain what you mean by refurbishment?
Our "Renew" model is experimental but promising. For example, if a canteen has 200 worn-out chairs, we refurbish them: repairing damage, repainting and adjusting the height. We then sell them back at a lower price with the same warranty. This reduces the CO2 footprint to 9kg per chair. With spare parts available for products dating back to 1967, this model builds on our legacy of quality and durability.
Quality seems essential.
It absolutely is. We've sold millions of quality products over the years. If even 1 million of the 15 million chairs in circulation are refurbished over the next decade, it could become a viable business model. The margins on refurbished items are lower, but it is in line with our values. We're also challenging designers to eliminate composites and adhesives to make products more sustainable.
Could user creativity play a role in this process?
Yes, that would be fantastic. A few years ago, we created a chair with Japanese designer Ōki Satō of Nendo made entirely of post-consumer steel and plastic. Everything was sourced and produced locally, and the chair can be disassembled for household recycling. This project became a model for empowering consumers to creatively extend a product’s life.
What about alternative business models, such as renting rather than owning?
We're looking into that. Imagine buying a chair at a low price, using it for two years and then trading it in for a different colour or model. Over 10-15 years, you pay for the product as it circulates within a closed community. Such systems could adapt to changes in life, such as needing a bigger sofa when you have children or a smaller one when you don't. But financing remains a hurdle; leasing companies struggle to value older products for long-term rentals.
Could crowdfunding support these ideas?
Perhaps, but rather than funding new products, crowdfunding could focus on distribution, ownership, or community initiatives. Retail is under pressure, but a new generation of informed, curious consumers values emotional and sustainable design. They gravitate toward long-lasting products with meaningful stories rather than contemporary trends. This shift doesn’t make us old-fashioned—it aligns with deeper, more enduring values. The question isn’t just about creating more products but about fostering meaningful connections with the ones we already have.
So design strengthens community ties?
It's about more than just selling furniture. We want to create stories that resonate with a modern, emotionally driven audience. This requires fresh perspectives within our organisation and innovative ways to tell our brand's larger story. By learning and adapting, even as a 150-year-old company, we can ensure that our products - and the emotions they inspire - remain relevant.
We are all part of many communities - our industry, society and a design community with a clear vision. But as the world changes rapidly, building stronger connections with a modern, diverse community is becoming a key focus for us.
A fascinating perspective: Design that goes beyond products to create feelings and bring people together.
Design often sparks emotional discussions, especially with pieces that are as artistic as they are functional. Our inherent balance between Art Deco and Bauhaus traditions has deeply influenced European design and the way we live. Think, for example, of the feeling you get when six people gather around a beautifully designed dining table. It's more than just the furniture - it's the atmosphere it creates
The article on Fritz Hansen also appears in mcbw magazine 2025.