Opposed to some of our colleagues our ambitions are not to express our own personal feelings in the designs we are creating. We leave that to ARTISTS - we are DESIGNERS.

Futhark Design was founded more than 20 years ago by Morten Georgsen. With a background in design and product management from Bang & Olufsen backed up by a bachelor degree in marketing and a couple of years as design - and marketing manager in a middle-sized furniture company MG founded Futhark Design in Aarhus, Denmark.

The philosophy of the company was not (and is not) to get a lot of recognitions, prizes and pictures in magazines etc. (although we cannot always avoid it ;-)); the philosophy is to create designs and concepts which help our customers to sell more and earn more money and thereby being successful together.

Why is it that furniture design is measured on an artistic scale? We are not doing that for cars, electronics or watches? Here we talk about good design and successful design; something people like and that sells. Not a lot of pseudo words about the creation and the feelings involved. JUST great design at the right price for the target group. And we have made a lot of great designs - also designs that move people; that make people think. But never in order to satisfy our own ego.

When we design we thrive for big numbers... however numbers on which our customers are profitable. The difference that makes the sales... e.g. a better function, a great detail, new combinations... whatever... makes your product more interesting than the rest.

To know and understand :

. The difference between a short-term fad and a trend

. Knowledge of how to design in order to produce at low cost

. A profound intuition of what works and what does not work in each individual market place / segment

. Acquainted with materials and hardware - old and new - and how to exploit them

A recognition and acceptance of the fact that even the best design in the world does not stand a chance it the idea is not transferred to the customer as intended and with force and efficiency.

Morten Georgsen is owner and CEO of Futhark Design S.L. and his primary task is to develop strategies and ideas for designs with the customers.

Jose Garcia Ballesteros (designer and MBA) is creative director and design coordinator and responsible for the designers at the Spanish and Chinese Design Studios