Jacob Jensen founded his studio in 1958 and over the following decades developed the form language that changed our view of how Hi-Fi systems, telephones, watches and many other products can look. The contribution made him one of the most recognised designers with a vast number of prizes and exhibitions, including a solo exhibition at the Museum of Modern Art (MoMA) in New York. In terms of design history, he gained importance because his groundbreaking form unites two mainstreams of 20th century design. On the one hand, the European Bauhaus-tradition with its minimalist Less is more and its modernist Form follows function. On the other hand, the American design icon Raymond Loewys consumer-oriented MAYA-principle: Most Advanced Yet Acceptable. Jacob Jensens international style comprises of the fact that he creates an ultra-modern minimalist form language with a very high audience appeal.