Since the beginning in 1958, our founder Jacob Jensen, has transformed everyday objects through pioneering and award-winning designs. As the first industrial designer in Denmark, he continued to push the boundaries of technology and materials — while laying the foundation for a design philosophy that continues to inspire designers today.
A true design pioneer
Jacob Jensen stated; “We’re not designing products, we’re creating communication” in an effort to highlight design’s ability to give form to the immaterial. A core idea in his philosophy was searching for the places, where he could concentrate the experience of value. Extraordinary elements in the design that would define a product, make it memorable or spark delight.
Jacob Jensen’s design philosophy is driven by a daring approach to honesty and simplicity. Only what absolutely matters to the product experience is present. All of the premium materials used are standing out in their own right — with wood, glass, aluminum, rubber and plastics meeting each other in often unprecedented ways.
Jacob Jensen often pushed engineers to go beyond what was immediately possible. He has been described as an ‘electronic virtuoso’ for his ability transform industrial and mechanical products into pieces with artistic qualities. Ironically, his design approach is inspired by the ground forces of nature: Organic shapes, day meeting night — and the sharpness of the horizon.
Bang & Olufsen meets Jacob Jensen
234 products in 27 years. Jacob Jensen has been a pivotal part of positioning B&O as a global leader in sound design and through the years the collaboration proved that the ability to execute is as important as the idea itself. Most prominently, he was the mind behind the Beomaster 4000 — the iconic double-armed turntable, that was exclusively relaunched in 2022.
234 products in 27 years. Jacob Jensen has been a pivotal part of positioning B&O as a global leader in sound design and through the years the collaboration proved that the ability to execute is as important as the idea itself. Most prominently, he was the mind behind the Beogram 4000 — the iconic tangential-armed turntable, that was exclusively relaunched in 2022.
"If there ever was a scenario, where we were only allowed to live with the portfolio of one designer in our home, Jacob Jensen would be our choice. Hands down."
Jacob Jensen is one of the only Danes to exhibit his works at the Museum of Modern Art in New York, which he did in 1978. Now, several of his designs are part of the permanent collection.
The three principles
Jacob Jensen was often considered a commercial expert. His design philosophy was rooted in an ambition to fascinate the consumer on three levels. At first, from a distance through a radical or distinct form. Then closeness; a carefully crafted shape or even exciting graphics — and finally through touch, a memorable feeling, a display or the movement of an object.
Throughout his career he always knew that no consumer makes entirely rational choices. They need to be affected and influenced emotionally. He honoured that thought through ‘gifts’ — something extra. A sense of value that surprises and impresses beyond what is immediately expected.
Jacob Jensen defined his design philosophy as ‘Different, but not strange’, meaning that the designer has a responsibility to push boundaries, while still honouring some sort of familiarity. This peaks interest and differentiates the product, while still making it possible to immediately integrate it into your everyday.
