DESIGN STYLES

In the 20th century there have been two main global industrial/product design styles:

THE BAUHAUS / ULM STYLE
The Bauhaus tradition, known for its rationalist and minimalist credos of »form follows function« and »less is more«, emerged in Germany in the 20s and became the design format for consumer products by the Ulm School of the 50s.

THE INTERNATIONAL / MAYA STYLE
In the 20s, the International Style emerged within architectural design in the United States. Its characteristics included linear impressions of weightlessness and the use of glass and steel. Parallel to this, American design icon Raymond Loewy developed his consumer-friendly design using the MAYA principle: »Most Advanced Yet Acceptable«.

During the early 60s, Danish Designer Jacob Jensen merged the International and MAYA styles in a unique, ultramodern design language with maximum consumer appeal. He labelled it »Different but not strange« – a design language that unfolded through 27 years of cooperation with Danish consumer electronics manufacturer Bang & Olufsen.

BANG & OLUFSEN | BEOGRAM 4000 TURNTABLE | 1972

Since the mid-80s, designer Timothy Jacob Jensen has continued to refine and evolve the merging of the International and MAYA styles developed by his father, Jacob Jensen. By applying the design style to a number of new areas and product categories, the original almost two-dimensional graphic expression has become three-dimensional. With his maxim that »Form Follows Feelings« approach, Timothy Jacob Jensen proves the endurance and universal consumer appeal of the design style, applying it to multiple global brands like Gaggenau, Vertu and Steinway Lyngdorf as well as the company’s own brand JACOB JENSEN™.

JACOB JENSEN™ SMOKE ALARM | OPTICAL | PRODUCED BY BELL XPRESS A/S | 2001

The merging of the International and MAYA design styles has evolved into an extremely homogenous and characteristic design style. The two generations have created a classic yet visionary design language that continues to influence and enrich the world through innovative designs.

PHICOMM | ROUTER K3 | 2017