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Llama Restaurante Sudamericano


Copenhagen restaurant group Cofoco has teamed up with some of the city’s most creative forces — creative advisor Jonas Hartz (Hz) Kilo founder Lars Larsen (Kilo) , BIG partners Jakob Lange and Bjarke Ingels (BIG) — to create Llama Restaurante Sudamericano in Copenhagen.

Llama is among the first restaurants in the region to draw on the flavors of the South American continent. Inspired by Peru, Argentina, Bolivia, Ecuador, Chile, and, moving a bit to the north, Mexico, the menu features ceviches, anticuchos, Uruguayan-style meats, tacos, and a list of South American spirits. But Llama is without question rooted in the Nordic region and aims to thoughtfully and sensibly marry the South American inspiration with Scandinavian products and recipes.

Llama has been awarded the Interiour Design of The Year award in the “Conceptual” category 2014/2015 by International Design Awards (IDA) and shortlisted as the best international restaurant design at the Restaurant & Bar Design Awards 2014/2015 Also, Llama has been awarded Best Restaurant on a budget, by Danish national newspaper Berlingske Tidende AOK.

Jonas Hartz is creative manager and founding partner of Llama Restaurante Sudamericano

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During the Creative Nation program in 2007, Hz was tasked with developing a full gallery show highlighting the Danish design innovations of Bang & Olufsen, Fritz Hansen, Georg Jensen, Louis Poulsen, and Royal Copenhagen.

Working with a team of creative specialists in New York, Berlin, and Denmark, Hz staged IKON, a gallery show at the Storefront for Art and Architecture. The assignment included the following development and execution responsibilities: visual identity, photography, exhibition and exhibition book, poster, invitation and flyers, video installation, web design, and on-site production and coordination.

In 2008, IKON was awarded the Silver Creative Circle Award in the Corporate Identity category.

For more info read here

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VOLCANO Management, which handles Copenhagen’s historic Bremen Theater, reached out to Hz to figure out what they could do with the large foyer of the space on Saturday nights. They needed a social design concept that would bring people in and make them dance.

The solution Hz devised was Natbar (“The Night Bar”), a space in which revelers could meet up, enjoy DJs, and see up-and-coming bands signed to VOLCANO.

Natbar was a 360-degree social design job: Hz took care of graphic design, interior design, music prolifing, and communications strategy, to name just a few responsibilities.

The concept launched in September 2012. By the end of the year, the weekly event was named bar of the year in the national newspaper Politiken. Natbar continues to operate every Friday and Saturday night at Bremen Theater and is one of the leading night clubs in Copehangen.

Jonas Hartz continues to operate as the creative director of Natbar

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Hz produced the opening night of CPH:DOX, Denmark’s most prestigious documentary film festival. Working in conjunction with Vice Media and DR Koncerthuset, the music venue from architect Jean Nouvel, Hz arranged the Scandinavian premiere of “Shut Up and Play the Hits,” the documentary film on seminal New York band LCD Soundsystem.

LCD lead singer James Murphy attended the premiere. After the screening, guests moved to a hall downstairs for an after party, during which Murphy played one of his famed disco DJ sets. His friends 2ManyDJs (also known as the duo Soulwax) joined him in spinning records.

Leading up to the event, Hz spearheaded a PR strategy that included Vice as a media partner, and a grassroots advertising campaign.

The result: massive support from the national press and a full house of 2000 attendees.

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Go’ morgen Danmark


GO’ morgen Danmark / Good morning Denmark is Denmark’s biggest TV talk show on the popular TV channel TV2

In May 2008 TV2 put their two most popular daily talk shows GO’ morgen Danmark and Go’ aften Danmark out to tender. This was the biggest TV contract ever in the history of Scandinavian TV.

Nordisk Film TV won the tender using Hz as a creative consultant. Working with a team of creative specialists, Hz went on to undertake the task of developing the entire creative package and new identities for both shows including:

  • Graphic identity
  • Screen graphics
  • Intro and motion graphics
  • Studio interior design
  • Music identity

By exploring the rich semantic possibilities of the word ‘GO’ both in Danish and English the concept underlines coherence, positive tone and dynamics and offers a whole array of interpretations to a number of different target audiences. It is a simple concept presented in two interconnected variations.



Louis Poulsen Lighting hired Hz to produce the launch video of their Silverback lamp, which was designed by firm KiBiSi. The film, developed in conjunction with Copenhagen-based studio WAAIT, premiered at a trade show in Frankfurt.

You can see it embedded above.


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adidas S/S13 show


Hz handled the overall concept development for the Adidas Originals Spring/Summer fashion show during Copenhagen Fashion Week 2012.

The task called for crafting visual identity, handling music production, and overseeing set design. Hz collaborated with MO/PR, Dark Matters on the visuals and Spleen United on music production.