In conversation with Great Dane Furniture

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We spoke with Anton Assaad, the visionary behind the iconic brand "Great Dane." Discover the brand's origins anchored in a personal passion, its transformative partnerships, and its commitment to authentic, timeless design. Join us as we unravel the brand's journey through Anton's eyes.

28 September 2023

Anton, what inspired your initial vision when you established Great Dane in 2002? And how has the brand transitioned from vintage to timeless Scandinavian curation?

In my late 20s, I developed a passion for vintage architectural furniture, yet found it challenging to source pieces in Australia. After receiving a small payout from a redundancy, I spent nearly a year pondering my next move. It was during this time that I decided to import Danish furniture, and so I embarked on that venture.

I took a risk with my first shipment, purchasing upfront an entire container’s worth of furniture based solely on photographs. My only interaction with the supplier had been a phone call, and I didn’t know whether the container would arrive empty or full.

Unbeknownst to me at the time, my paternal grandfather, a retired CSIRO scientist, crafted his own furniture inspired by Mid-century Danish design. He had even taught my brother and me the intricacies of woodworking. Reflecting on this connection, I feel I was subconsciously drawn to the design. Some might say it was meant to be…

Your collaboration with the esteemed Arne Vodder significantly shaped Great Dane. How did this partnership influence the brand’s philosophy and trajectory?

My partnership with Arne Vodder played a pivotal role in shaping Great Dane. The collaboration was a dream, I couldn’t believe he was interested in working with Great Dane – most of the Danish industry people thought he had passed away. We met and formed a great connection sipping limoncello in his apartment and discussing his days in the industry. The partnership certainly put Great Dane on the global map as a leader in Mid-century Danish design and pushed me to work even harder to find more designers from that period of design.

How has the landscape of Danish/Scandinavian design transformed over the years, and what, in your perspective, contributes to its timeless allure?

Over the past decade, the design industry has seen intriguing shifts. Regrettably, numerous companies have relocated their production overseas, posing significant challenges for the Danish industry. Great Dane has taken on the mission of championing “made in Scandinavia.” We exclusively collaborate with companies producing in Scandinavia and the EU, actively seeking out traditional artisans to bolster and partnering with new and classic design creators. Our objective is not only to ensure their survival, but to nurture their thriving presence in the industry.

In choosing designers to represent, what guiding principles or attributes do you prioritise?

Integrity, quality, heritage, and beauty.

In an era dominated by the ‘instant’ and ‘disposable’, how does Great Dane’s commitment to conscious consumption influence its design selections, ensuring sustainability and reverence for materials across generations?

We say, “Buy once, buy well.” Our furniture isn’t about fleeting fashion or trends; we represent enduring quality, truly embodying the essence of slow furniture. It can often take us three years to bring a design from conception to the Great Dane showroom floor. This lengthy process highlights our strict criteria for partnering with either a new or established maker, ensuring the product meets our high standards.

Image of lamp

In choosing designers to represent, what guiding principles or attributes do you prioritise?

Integrity, quality, heritage, and beauty.

In an era dominated by the ‘instant’ and ‘disposable’, how does Great Dane’s commitment to conscious consumption influence its design selections, ensuring sustainability and reverence for materials across generations?

We say, “Buy once, buy well.” Our furniture isn’t about fleeting fashion or trends; we represent enduring quality, truly embodying the essence of slow furniture. It can often take us three years to bring a design from conception to the Great Dane showroom floor. This lengthy process highlights our strict criteria for partnering with either a new or established maker, ensuring the product meets our high standards.

When curating their interior living spaces with Great Dane furniture, what considerations or principles should customers bear in mind to maximise harmony and aesthetic appeal?

When considering an investment piece, consider your lifestyle. It’s your home, so choose timeless items that you feel you will enjoy forever. We love when clients revisit our store years later, sharing their enduring affection for what they purchased from Great Dane two decades ago. This appreciation speaks volumes about the Great Dane brand after 21 years!

If you were to suggest a singular, must-have piece from Great Dane’s current collection for discerning customers, which would it be and why?

The DC09 dining chair. A marriage of Danish and Japanese design influences. A design icon resolute in its perfection and impervious to improvement—a truly exceptional piece of design.

As the visionary behind Great Dane, what are your aspirations for the brand’s future, and how do you envisage ensuring its legacy in an ever-evolving design landscape?

Great Dane has firmly established its own legacy, carefully curated and creatively nurtured by a dedicated team with nearly 17 years of collaboration. It now possesses a distinctive voice, and we certainly take pride in our meticulous selection of finishes, materials, and designs.

We are introducing Hästens, a company with a 160-year legacy renowned for its integrity and heritage. Crafted meticulously with natural materials, including horsehair, flax, wool, and Swedish pine, these beds are extraordinary. Both Hästens and Great Dane understand the significance of quality sleep, so we are eager to present this offering to our clientele.

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