Close to the most exclusive porcelain in the world

Monday, February 26, 2018

In a new digital solution, Magnetix and Copenhagen have shown how to turn a product line into a brand manifesto, making the most exclusive tableware in the world relevant to scores of customers.

Show, Don’t Tell

Flora Danica is the jewel in the crown of the Royal Copenhagen product portfolio. Every single brush stroke bears testimony to the technical craftsmanship and cultural heritage that make up the Royal Copenhagen DNA. Magnetix were given the task of transforming that testimony into digital form.

For months, the creative team at Magnetix laboured to translate the tactile features of the tableware into a suitable digital format, turning the historic lines into striking stories and conveying the love of outstanding craftsmanship behind the countless phases of production. 

An Authentic Experience in a Digital Format

The result is an exploratory website, in which words become fairy tales and visual concepts become classic compositions. The tableware is stunning; the large images allow space to convey its value. Navigation is free and fluid, enabling the user to define his or her own encounter with Flora Danica. The major feature is the 3D tool, with which you can study an item of tableware from every conceivable angle, discovering how the same floral motif can have a huge variety of expressions.

“Only very few people are fortunate enough to possess a piece of Flora Danica and discover all the little details that make it great art. Magnetix have managed to imitate the experience with great accuracy,” says Marc Thrane, Royal Copenhagen’s Global Marketing Director.

The Desire for More 

Jimmi Eriksen, Client Service Director at Magnetix stresses that confidence and a shared desire to break boundaries were imperative for the success: ”We got a chance to pursue ideas we had dismissed, to experiment with new effects and to create a site with an abundance of creative freedom. Now we have a solution that proves just how much you can achieve with a courageous customer and a positive relationship”.

Discover the new website at: 

Royal Copenhagen was founded by the Dowager Queen Juliane Marie of Denmark in 1775 under the name, ‘Den Kongelige Porcelænsfabrik’.


The first Flora Danica tableware was manufactured in 1790 on the command of King Christian VII. The story goes that it was intended as a reconciliatory gift for the Catherine the Great, Empress of Russia.


The floral motifs on the porcelain are hand-painted depictions of the motifs in Denmark’s famous botanical work, Flora Danica. Only 12 people are masters of the special painting technique. Each of them is granted a certain degree of artistic freedom, so every single item of tableware created is a little limited edition. 


Jimmi Eriksen

Director of Campaign Services, Partner

(+45) 8838 3010