Fritz Hansen Celebrates 70 Years of Series 7 Chair with Dawn-Inspired 7:14 AM Palette.

Archival image of the production of the Series 7 chair.

Seventy years is quite the milestone for any design piece, but Fritz Hansen’s Series 7 chair has done more than simply survive—it has thrived across generations, cultures, and countless interiors worldwide. To mark this significant anniversary, the Danish furniture house has launched “Ever the Sevener,” a year-long celebration that reintroduces us to their most beloved chair through a fresh lens.

The campaign’s first major release is the 7:14 AM palette, a collection of five ethereal colours that capture the essence of a Danish autumn morning. The palette includes 7:14 AM Blue, Violet, Pink, Beige, and Green—each shade reflecting the elongated sunrise spectrum that makes Scandinavian light so distinctive.

“We wanted to re-open the conversation by highlighting this colloquial name,” explains Els Van Hoorebeeck, Creative Director at Fritz Hansen. “Yes, you have seen the chair a lot, but have you really seen it, and to get people to see it in a different light. What better way to do that than to show it in the context of Danish light, so important for people living in Denmark and something Denmark is famed for.”

Originally launched in 1955 as model 3107, the seventh in Arne Jacobsen’s revolutionary plywood chair series, the piece became known globally as the Series 7, though Danes affectionately call it “the Sevener.” This dual identity speaks to the chair’s remarkable adaptability—a quality that Van Hoorebeeck identifies as key to its enduring appeal.

“This chair has such a rich, rich history,” she notes. “It is like a chameleon going into different things, adapting to different situations. That beautiful shape with a simple, sensuous outline, made famous or infamous by Christine Keeler in the Lewis Morley photograph in 1963.” That particular chair now resides in the V&A Museum, while countless others have found their way into homes, offices, and cultural moments worldwide.

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The chair’s colour versatility has been evident since Jacobsen himself introduced the first coloured palette in 1968. Van Hoorebeeck explains this adaptability: “It is a chair made for colour. The shape is quite understated, so it can handle a lot of colour without colour becoming the most important thing.” Over the decades, artists including Verner Panton, Poul Gernes, Tal R, and Carla Sozzani have each contributed their own colour interpretations.

One of the most special aspects of the 7:14 AM palette is the connection to a specific moment and place. “When you stack the chairs, you get a feel for this fluent sunrise factor like refracted light,” Van Hoorebeeck describes. The edition pairs these atmospheric colours with a new iridescent zinc chrome base that reflects both light and the shell colours, though a classic chrome base remains available.

Beyond its aesthetic appeal, the Series 7 represents authentic sustainability through longevity. “Everyone talks about sustainability, but this is the real thing, a chair that’s been around for 70 years and will be around for another 70 years,” Van Hoorebeeck observes. The chair has progressed through multiple lifecycle phases, from initial production to resale markets, and is now part of Fritz Hansen’s ReNEW program for refurbished originals.

The 7:14 AM palette marks just the beginning of Fritz Hansen’s 70th anniversary celebrations. Future releases will explore other facets of the Sevener’s character, from handcrafted leather versions to collaborative reimaginings that position this design icon for its next seventy years.

The Series 7 7:14 AM edition is available in Australia via Fritz Hansen’s exclusive retailer Cult Design.

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[Images courtesy of Fritz Hansen.]