In order to create these highly detailed, handcrafted elements, TJ Squared was able to “industrialise” these delicate VM elements for Ole Lynggaard COPENHAGEN.

With the brand, the visual merchandising had a unique nature. The elements needed to look imperfect and have a handmade feel to them. This was the brand’s vision and definition of perfection, but from the standpoint of mass manufacturing, this would be considered flawed since uniform results are usually desired.

Paper flowers

In the case of the paper flowers, we needed to find a handcrafted mass-production method that enabled non-artist-skilled workers to produce an artistic result that was distinguished by its individual uniqueness, since the workers lacked the artist’s skills. 

Therefore as a solution, the Sundance-craft-paper-petals of each individual flower were initially punched out slightly oversized to give the crafters a guide. The petals were then hand-torn by approx. 5 mm to give an outline that was imperfect and that was completely unique to each flower. These were then glued to a thin metal rod fitting.

Atelier

The elements for the Atelier campaign were hand detailed to achieve the degree of detail and refinement needed. The tiny paint tubes measured just 10 mm, and the writing on the minuscule 15 x 15 x 20 mm crates featured handwritten artwork.

Miniature paint brushes, palettes, boxes, and tiny travel bags were among the other details; they were minuscule but detailed.

Attached to the small wooden pallets were delicate flying birds created from parchment paper, attached by dainty thin wiring. The exact position of which could be hand-tweaked when installing in the store.  

Christmas

Ole Lynggaard COPENHAGEN’s Christmas campaign contained the same dedication to detail. The elements for this campaign included tiny paper Christmas trees, rugs, presents, all to be displayed alongside the jewellery.

The tree was held up by a thin, delicate stem foot wire, and it had a stylised design with handwritten artwork. To further emphasise the brand’s true values, the ribbons on the presents were made from raw, honest, organic materials. Handwritten artwork was also featured on the rug, and the tassels were stamped out to individually separate them, adding to the delicate appearance.

In order to add another personal and authentic touch, the campaign included a printed plaque that featured a handwritten message, written by Ole himself. 

The campaign also included Christmas decoration paper-cone angels. These elements were created from textured Sundance craft paper with a printed, hand-drawn artwork. The festive products were sold in stores in simple, but elegant packaging. Since we produced both the product and the packaging, we could supply completed products ready for sale from the brand’s stores.