Maison du Danemark (House of Denmark) on Champs-Elysées in Paris might seem like an anomaly. Read the fascinating story about why the House of Denmark is promoting Denmark in Paris.
The building was inaugurated in 1955 and has since then helped Denmark firmly establish itself on the international scene amid prestige brands and car showrooms of the Champs-Elysées in Paris.
Maison du Danemark is a building which houses exhibition space used for the presentation of Danish culture and commercial interests. The main venue of the house is the Salle du Danemark on the second floor. It also contains a Danish restaurant on the ground floor and office space rented out for international companies.
The idea for a House of Denmark abroad was conceived after the Brussels International Exposition in 1935 where Thyse Hvass represented Denmark with his single-family houses. The plans were delayed by the coming of World War II but in 1948 the Danish state acquired the l’Hôtel Subiran on Champs-Élysées to promote the best of Danish culture to French and international visitors.
In 1952 the hotel was demolished to make way for the new building which had been designed by Hvass. Ground was broken on 23 September 1952 in the presence of the Danish prime minister Erik Eriksen and the French minister of foreign affairs Robert Schuman. The house was inaugurated on 23 April 1966 with a ceremony attended by King Frederik IX of Denmark, Queen Ingrid, Danish prime minister H. C. Hansen, the French president René Coty, Edgar Faure, and Danish fashion designer Erik Mortensen and sculptor Robert Jacobsen who both lived and worked in France.
It was super avant garde for the Danish government to do that back then.
Granted independent status by the Danish state, the House of Denmark is run by a governing board appointed by the Danish Minister of Foreign Affairs.
The Board is run by Lars Liebst, Senior Advisor. In the Board also sit Ambassador, Michael Starbæk Christensen, Architect D.P.L.G. Line Nelund Dross, Katja Dombernowsky, Business Development Manager, Ditte Herborg Krogh, International Art Representative and Jens Kofoed, General Manager, Prodition S.A.S.
The House of Denmark plays host to a large number of activities and events that help promote Danish culture and savoir-faire. Its undertakings are wide ranging but above all aim at demonstrating Denmark’s excellence in culture and industry. To achieve this, the House regularly brings in eminent guests of French and other nationalities. The House of Denmark is an exceptional asset and its unique location in the heart of the capital city provides like no other the opportunity to showcase the diverse talents and crafts of Denmark to the rest of the world.
In 1997 it was proposed to sell the house due to problems with its financing, but this was met with strong criticism with prominent users and collaborators and was ultimately rejected. Instead it was decided to relaunch the house as a self-owning institution managed according to commercial principles as well as to put it through a major refurbishment.
Today the first two floors of the seven-storey building are given over to the Flora Danica restaurant and a showroom for Danish jewelers Pandora. The third floor is an exhibition and event space with various exhibitions, conferences, music festivals, film screenings, master classes and concerts, where the public can discover Danish classical as well as contemporary artists.
This is also where the embassy organizes most of its promotional activities for Danish companies, along with trade shows, and business conference calls between France and Denmark and political speeches. The House of Denmark also plays an important role of representation, in particular when certain influential personalities pass through the French capital city. Furthermore, the House is a place where the Danish community of Paris spontaneously gathers, whether for the parliamentary elections in Denmark or the passing of the Tour de France down the Champs-Elysées.
The rest of the building is let to other companies.
The house is furnished with a combination of classical and contemporary Danish design by designers such as Arne Jacobsen, Poul Kjærholm, Poul Henningsen, Nanna Ditzel, and younger proponents Hans Sandgren Jakobsen and Boje Estermann.
The Champs-Elysées is undergoing a big change for the Olympics to make it more sustainable. It is already seen as a prestigious place so it fits well with places like the new Louis Vuitton Hotel, which is opening across the street.
The House of Denmark want to use Danish references, such as Hans Christian Andersen and Danish cinema. The House is going to stay loyal to its mission to promote Denmark in Paris.
Promoting Denmark in Paris, written by Tor Kjolberg
Feature image (on top) © Visit Denmark