Æsir is the Nordic term used to describe the group of principal gods from Norse mythology, including their strengths and powers. With this in consideration, a team of design enthusiasts from Denmark decided to form a company, Æsir Copenhagen, where designers were selected to rethink mobile phone design.
Æsir founder Thomas Møller Jensen describes the concept of his company as follows. “Æsir asks the designer to design the mobile phone they want to see in the marketplace and then finds the most specialized experts around the world who share our values and appreciate our curated approach to work with us.”
The company’s first model, the Æ + Y, has been designed by award-winning designer Yves Béhar. He is the first designer to work with Æsir, and explains the philosophy behind his model as “an alternative to the sea of smartphones and their deluge of features. In an age when the industry seems to think that phones aren’t for speaking anymore, I wanted to focus on the idea of voice, clarity and simplicity.”
Nothing has been left to chance in the creation of this model, from a sapphire crystal sceen to its ceramic casing to French and Swiss watch specialists who have worked on the metal work (stainless steel and gold). Its acoustic performance is incredible, with ring tones specially prepared by Chris Minh Doky – the ‘master of the upright bass.’ Its icons and those that will be visible on future products from Æsir have been designed by the Tom Hingston Studio.
Æ+Y has a limited production, and it is available in two versions: 316L in stainless steel priced at €7,250, and 3N in 18k solid yellow gold, priced at €42,000.