Trademark Trial and Appeal Board Electronic Filing System. https://estta.uspto.gov
`
`ESTTA Tracking number:
`
`ESTTA1239721
`
`Filing date:
`
`10/04/2022
`
`IN THE UNITED STATES PATENT AND TRADEMARK OFFICE
`BEFORE THE TRADEMARK TRIAL AND APPEAL BOARD
`
`Ex Parte Appeal -
`Serial No.
`
`79318824
`
`Appellant
`
`Fredericia Furniture A/S
`
`Applied for mark
`
`FF FREDERICIA
`
`Correspondence
`address
`
`Submission
`
`Attachments
`
`MARY FRANCES LOVE
`MUNCY GEISSLER OLDS & LOWE PC
`4000 LEGATO ROAD
`SUITE 310
`FAIRFAX, VA 22033
`UNITED STATES
`Primary email: maryfran@mg-ip.com
`Secondary email(s): swr@mg-ip.com
`202-247-7929
`
`Appeal brief
`
`Appeal Brief Exhibits AA-YY Part 1.pdf(6074031 bytes )
`Appeal Brief Exhibits A-Z Part 2.pdf(3765737 bytes )
`Appeal Brief Exhibits AA-YY Part 2.pdf(4436198 bytes )
`Appeal Brief Exhibits A-Z Part 1.pdf(5972237 bytes )
`Applicants Initial Appeal Brief FF FREDERICIA 7931882453.pdf(213029 bytes )
`
`Appealed classes Class 011.
`All goods and services in the class are appealed, namely: Lighting installations,
`and lighting apparatus in the nature of table lamps, floor lamps, pendant lamps,
`and wall lamps; lamps
`
`Class 020.
`All goods and services in the class are appealed, namely: Furniture, mirrors, pic-
`ture frames; containers, not of metal or paper, for storage or transport
`
`Class 035.
`All goods and services in the class are appealed, namely: Advertising; business
`management; business administration; office functions; wholesale and retail
`store services featuring apparatus and installations for lighting, lamps, furniture,
`mirrors, pictureframes, containers, not of metal, for storage or transport, house-
`hold or kitchen utensils and containers, cookware and tableware, except forks,
`knives and spoons, glassware, porcelain and earthenware, carpets, rugs, mats
`and matting, linoleum and other materials for covering existing floors, wall
`hangings, not of textile
`
`Filer's name
`
`Filer's email
`
`Signature
`
`Date
`
`Mary Frances Love
`
`maryfran@mg-ip.com, swr@mg-ip.com
`
`/Mary F Love/
`
`10/04/2022
`
`

`

`EXHIBIT AA
`EXHIBIT AA
`
`

`

`https://www.worldometers.info/maps/denmark-road-map-full/ (August 25, 2022 | 2:00PM)
`
`
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`EXHIBIT BB
`EXHIBIT BB
`
`

`

`https://geology.com/world/denmark-satellite-image.shtml (August 25, 2022 | 2:01PM)
`
`
`Geoscience News and information
`
`oe
`
`
`
`
` | Geology.com News Rocks Minerals Gemstones Volcanoes More Topics USMaps WorldMap Geology Store
`
`
`
`Advertising
`
`Home » World Maps » Europe » Denmark
`
`|
`
`Denmark MapandSatellite Image
`
`Denmark
`International Boundary
`County Boundary
`Road.
`Railroad
`Aint ees FerryRiver
`National Capital
`County Capital
`Gity or Town
`80 Miles
`30
`12007 Geology.com
`
`
`
`
`===
`oS
`S SS I
`=
`5
`
`
`Denmark is located in northern Europe.It is a peninsula situated north of Germany. Denmark is
`bordered by the Baltic Sea to the east and the North Sea to the west.
`
`
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`Denmark Neighboring Countries: Germany, Sweden
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`EXHIBIT CC
`EXHIBIT CC
`
`

`

`https://ontheworldmap.com/denmark/ (August 25, 2022 | 2:03PM)
`
`
`
`& easeet PendancepeyGooglesssWorld Maps (ers
`
`
`Europe Map
`North America Map
`Denmark Maps
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`Asia Map
`Africa Map
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`Px
`pdfconverterpowernet
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`
`
`ir
`Denmark
`a4.
`@Nationalcapital
`@Region Capital
`|) Other City
`=
`1
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`Kilometers
`|
`10 ; 20
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`2
`
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`Ontheworldmap.com
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`aa__l====
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`U.S. States
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`Turkey Map
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`Online Map of Denmark
`
` Meskisnbura
`_Verpommern)
`
`load
`D
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`}open
`
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`
`é
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`

`EXHIBIT DD
`EXHIBIT DD
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`

`https://www.geographicguide.com/europe-maps/denmark-htm (August 25, 2022 | 2:05PM)
`
`Geographic Guide
`Maps of Euroee
`
`4 Scandinavia
`
`4 Denmark
`
`
`
`
`
`re ~ =
`a ~
`endancen ey Google
`
`Denmark
`
`PoliticalMap ofDenmark Sie .
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`
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`
`
`*
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`
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`
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`
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`
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`
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`
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`
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`10
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`The Kingdom of Denmarkis a Nordic country in Northern
`Europe and consists ofthe Peninsula ofJutland and more
`than 443 islands (74 inhabited). The Kingdom of Denmark
`includes two overseas self-governingterritories: Greenland,
`the world's largest island, and the Faroe Islands in the
`North Atlantic Ocean.
`
`
`
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`ra
`assis me Avetie
`
`=
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`
`Denmark (FaroeIslands) - Iceland (Atlantic Ocean - Norwegian Sea). Agreement
`between the Iceland Government, on the onehand, and Governmentofthe
`Kingdom of Denmark, together with FaroeIslands on the other hand, on the
`maritime delimitation in the area betweenthe Faroe Islands andIceland, signed
`February 2, 2007, entered into foree on April 29, 2008.
`
`Download The White Paper
`
`{ Nordic: counties
`
`

`

`EXHIBIT EE
`EXHIBIT EE
`
`

`

`https://www.maps.com/collections/all/products/denmark-wall-map-900ybd-oca (August 25, 2022 | 2:08PM)
`
`20%off orders of 2 or more items: Code OUTDOORS
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`#BACKTOSCHOOL Denmark Wall Map weeawes
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`SKU: 900%BD
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`This map of Denmark is richly colored andin atlas style which
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`This map of Denmarkis richly colored and in atlas style which shows
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`Denmark
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`This Wall Map of Denmark features:
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`EXHIBIT FF
`EXHIBIT FF
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`https://www.allposters.com/-sp/Denmark-Highly-Detailed-Map-Posters_i16176048_.htm?PODConfigID=9664578&sOrigID=202814
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`https://www.allposters.com/-sp/Denmark-Highly-Detailed-Map-Posters_i116176048_-htm?PODConfigID=9664578&sOrigID=
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`https://www.etsy.com/listing/265356138/animated-denmark-picture-map-print-of?gpla=1 &gao=1& (August 25, 2022 | 2:22PM)
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`Reviews forthisitem 6
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`kkkkk
`Hello, | received the beautiful print today of Jylland Uutland), | am from there
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`Size: 9.x 14 inches
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`@ telen Velez Aug 10,2027
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`Quality is good as I'm going to decoupage it with the 2 other maps that | ordered
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`Size: 9.x 14 inches
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`arilyn Oct 20, 2021
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`OnTheWallPrints © Follow
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`Animated DENMARKPicture
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`EXHIBIT HH
`EXHIBIT HH
`
`

`

`https://www.royalcaribbean.com/cruise-to/fredericia-denmark (August 25, 2022 | 2:28PM)
`
`CELEBRATING
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`Cruises from/to Fredericia, Denmark
`
`
`it Free Cruise Planning 1.900.377.9383 [)))rexoniaaryy)
`
`Fredericia, Denmark Cruise Port
`Free Cruise Planning
`If you ever wanted to sail to a place described as a triangle without the Bermudapart, then cruising to the port of Fredericia,
`1 800.377.9383
`Denmark may be just the ticket. Located in the eastern part of the Jutland peninsula in an area known as Trekanten or The Triangle, a
`QUICK. FREE. EASY.
`map of Fredericia's shape shows how it gotits nickname. Founded by Frederick Ill in 1650, this is the site of the Battle of Fredericia
`of 1849, part of the First Schleswig War. Danish fought against Germans, Denmark was victorious, and everyJuly 6th there's a festival|PersonalQuote_to celebrate the win, Today, Fredericia is home to the Royal Danish Army's Signals Regiment; fans of one of the world’s most popular
`toys will be delighted to know that Lego CEO Jorgen Vig Knudstorp was born here. Here are some of our favorite experiences while
`visiting the cruise port of Fredericia, Denmark:
`
`To get a look at the ramparts and cannons that once defended the city, visit Fredericia Vold. With views of the water and the
`town, there's also a walking path with severalfitness stations if you want to test your endurance.
`
`Fredericia's major landmark is the statue called Landsoldaten ("The Brave Soldier"), unveiled on July 6, 1858. Landsoldat Square,
`which houses the statue, is the site of annual celebrations; residents place red and white flowers at the base as a memorial.
`
`Originally a German church, Sct. Michaelis Kirke was taken over by Fredericia's residents in 1687. You can hear the small carillon
`chiming several times a day, and the real attraction is out back: the church's historic cemetery flanked by a beautiful garden.
`
`For a break from history and to visit with the animals, visit Madsby Parken. Most of the attractions are geared more toward kids,
`but there's also a nice picnic area and a place to buy snacks and coffee when you need a rest.
`
`Top 10 Frederica,
`
`Denmark Cruises
`
`Let Us Help Plan Your Dream Vacation
`
`We Make Vacation Planning Easy
`With an overwhelming world of choices, we understand you may need some
`personal assistance to plan your perfect vacation. From finding the right
`destination to choosing the best departure date, we're here to help. Plus, our
`experienced travel consultants have access to exclusive vacation deals to make
`sure you get the best value for your time and money.
`Call today and experience a World of Choices Made Easy!
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`https://www.royalcaribbean.com/cruise-to/fredericia-denmark (August 25, 2022 | 2:25PM)
`
`UNITED STATE
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`iCaribbean
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`aSPe
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`ed hae)
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`Fredericia, Denmark
`
`CRUISE TO
`
`FREDERICIA, DENMARK
`
`Step into the heart of Denmark's Jutland peninsula. Founded as a fortress townin 1650 by
`Fredericklll, Fredericia is home to one of Europe's largest best-preserved ramparts,
`complete with bastions, moats and cannons. Head to the historic town centerto find cozy
`shops, restaurants and a traditional market. Denmark cruises give you the opportunity to
`learn more about Danish history at Egeskov Castle and the Hans Christian Andersen
`Museum. Later, walk the Lillebaelt ("Little Belt") bridge for 360-degree views of the bay. Up
`for a maritime adventure? Suit up for some stand-up paddleboarding, or go whale-
`watching to catch a glimpse of the creatures that call these northern waters home.
`
`—_ —
`DANISH
`CURRENCY ACCEPTED
`DANISH KRONE (DKK)
`
`
`
`THINGS TO DO IN FREDERICIA
`
`tacoieeeear ele)
`
`WALK OVER WATER
`
`Hf adventure is your thing, Europe's only bridge walk on the old
`Little Belt bridge takes you to heart-stopping heights. Take in the
`unimpeded views across the fjord — you'll see nat only Fredericia
`but also Middelfart to the south. Trained guides join you on the
`60-meter ascent, filling you in on the history of the area.
`
`

`

`https:/Avww.royalcaribbean.com/cruise-to/fredericia-denmark (August 25, 2022 | 2:25PM)
`
`WAR AND PEACE
`
`Built as a fortress town, Fredericia offers history around every
`corner. Take a guided tour of the ramparts to learn how the Thirty
`Years' War led to the creation of this key defensive town. Walk
`along the moats, and run your hands along the original cannons.
`
`i ariecuc punameenanese gC
`
`
`shop in Denmark
`
`Vere clrcnpaketakeig
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`jerbrod pastry
`
`rem eaterele
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`cio aee|re)/2)gee]ee eed
`
`PADDLE FOR A PORPOISE
`Fredericia is a playground for water
`sports enthusiasts. View the town from
`the calm waters ofthe Little Belt strait,
`paddling along in a kayak or canoe. You
`may even come across seals or a
`porpoise on your journey.
`
`LOCAL CUISINE
`
`Fredericia runs the culinary spectrum.
`Stop into a local cafe for open-faced
`sandwiches — classic combosinclude
`roast beef with horseradish and herring
`with pickled onion and dill. Try freshly
`baked wienerbrod, a multilayered puff
`pastryfilled with jam, marzipan or
`custard, Higher-end options present
`modern interpretations of the land's
`bounty — think snow crab with pickled
`celery and apple, or pan-fried local
`monkfish with Jerusalem artichokes.
`
`SHOPPING
`Fredericia's town centerisfilled with a
`wide range of specialty shops focused
`on Danish design — a modern, minimalist
`look that brings a feeling of space to
`your home. Both shops and markets
`offer local ceramics and other
`handicrafts. Head home with some
`authentic Danish knitwear, with its earth
`tones and classic geometric patterns. Or
`pick up a handmade work ofart from one
`of the many galleries just across the
`bridge in Middelfart.
`
`a
`
`es
`
`QO
`
`INSIDER'S TIPS
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`2
`
`The Historical Mini Town shows Fredericia's
`market town from 1849, with everything from
`houses, streets and the fortress accurately
`recreatedin 1:10 size.
`
`Middelfart is just a few minutes away; head
`there to see the Culture Island, part of the new
`seafront.
`
`BEST DEALS T0 FREDERICIA, DENMARK
`
`These cruises are selling out fast, get them while you can.
`
`

`

`EXHIBIT II
`EXHIBIT Il
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`https://plus.lexis.com/ (August 25, 2022 | 7:57PM)
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`Dong Says German Grid D...
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`Dong Says German Grid Delay Risks Confidence in Offshore Wind
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`Las Cruces Sun-News (New Mexico)
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`June 27, 2017 Tuesday
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`Copyright 2017 Las Cruces Sun-News, a MediaNews Group Newspaper All Rights Reserved
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`Section: BUSINESS
`
`Length: 380 words
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`Byline: Brian Parkin
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`Body
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`(Bloomberg) -- The world's biggest offshore wind developer said construction delays on key electricity cables that will take North
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`Sea wind power to Germany's industrial heartland risk undermining the confidenceof investors in new projects.
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`Dong Energy A/S +sees delays as driving up costs of working in Germany, board member Samuel Leupold said in an interview in
`Berlin. Slow completion of a 916-megawatt grid hub stalled the operational start of Dong's 582-megawatt Gode Wind| andIl,
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`which was completed last year, he said.
`
`Mast if not all transmission projects in German waters were held up, and this is "shaking investor confidence, no doubt about
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`that,” said Leupold, who is also Dong's vice president for wind power. He spoke in the Germancapital after officially opening
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`Dong's Gode | and || wind facilities an Monday.
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`While offshore developers in countries including the U.K., U.S. and Taiwan can plan their own grids, in Germany they're bound to
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`follow government transmission plans awarded to Tennet TSO GmbH. Federal, state and municipal planning restrictions and
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`dithering have delayed completion of Germany's 34 billion euro ($38 billion) “super highway" of power lines, which will transfer
`clean power from norther coastal zones to the south, until 2025.
`
`For Dong, the delays mean potential cost overruns as the company presses ahead with plans to spend about 5 billion euros on
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`German offshore by 2019. The company expects to openits biggest project to date, the 450-megawatt Borkum Riffgrund 2 field,
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`in two years.
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`To shorten delays, Dong, which is based in Fredericia, Denmark, favors streamlined construction rules for North Sea transmission
`lines. It also wants a single operator and open competition for building work, Leupold said.
`
` The utility shares ownership of Gode Wind | and II with Global Infrastructure Partners, and indirectly with Germany's third-
`
`biggest insurer by assets, Talanx AG. Four Danish pension funds, including PKA A/S, also own stakes. Dongis the sole owner of
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`Borkum Riffgrund 2 but hasn't ruled out seeking financial partners.
`
`To contact the reporter on this story: Brian Parkin in Berlin at bparkin@bloomberg.net
`
` lo contact the editors responsible for this story: Reed Landberg at landberg@bloomberg.net, Jonathan Tirone
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`cc2017 Bloomberg L.P. ~
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`

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`https://plus.lexis.com/ (August 25, 2022 | 7:57PM)
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`Through the years
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`Throughthe years
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`The Daily News of Newburyport (Massachusetts)
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`January 26, 2017 Thursday
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`Copyright 2017 The Daily News of Newburyport
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`Distributed by Tribune Content Agency
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`Section: LIFESTYLE
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`Length: 779 words
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`Byline: Dave Rogers, The Daily News of Newburyport. Mass.
`
`
`Body
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`Jan. 26--Touching on music that spans not just decades but centuries, two acclaimed musicianswill filla Newburyport church
`with the sounds of Baroque master Johann Sebastian Bach and four contemporary composers.
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`Organist Heinrich Christensen and violist Scott Woolweaverwill perform Sunday afternoon at the First Religious Society in the
`first of four concerts in the 2017 Jean C. Wilson Music Series.
`
`Jean Wilson was one of the founders of the chamber music series and the director of these concerts for 29 years.
`
`This weekend's program includes Bach's “Sonata in G Major"; "Partita uber den Choral" by Friedrich Metzler; “Trauermusik" by
`Paul Hindemith; "Wondrous Love," "Land of Rest" and "Foundation" by John Weaver; and “Sonata da Chiesa"by Daniel Pinkham.
`
`“It's a pretty varied program,’ Christensen said. "We open with a Bach sonata originally written for gamba. Also included are
`three arrangementsoftraditional American hymns, so there will certainly be some familiar tunes. But we also have some newer
`works with us.”
`
`A gambais a specialized style of viola that dates back to the 15th century.
`
`Anative of Fredericia in western Denmark, Christensen came to the United States in 1998. He received anartist diploma in
`organ performance from Boston Conservatory and was appointed music director of King's Chapel in Boston in 2000,after
`serving as the affiliate organist under Pinkham.
`
`Pinkham's piece in this weekend's concert, "Sonata da Chiesa," was written in 1988 for the dedication of the organ at Plymouth
`Congregational Church in Belmont.
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`Christensen has earned prizes at international organ competitions in Odense, Denmark, and Erfurt, Germany, and has given solo
`recitals on four continents.
`
`Currently residing in Dorchester, Christensen said that when he is not busy playing classical music, he often listens to other kinds
`of music to relax.
`
`“Since I've been a professional musician for my entire adultlife, it's not so easy to switch off the critical listening and just hear
`classical music for the sheer fun ofit." Christensen said.
`
`While Bach may be the only household name among the composers featured, Christensen said that all of them are worth
`appreciating.
`
`German composer Metzler "enjoyed a long and successful career as a composer, teacher and church musician in Berlin and
`elsewhere.” Christensensaid.
`
`“His partita on the evening hymn ‘Die Sonn hat sich mit ihrem Glanz gewendet' (‘The sun has avertedits light’) is very much
`inspired by Baroque form -- as it happens, Bach used this chorale in Cantata 297 -- but simultaneously distinctly of the 20th
`century, in the fashion of many other neo-Baroque composers of northern Europe,’ Christensen said.
`
`Hindemith, a professional violist, was set to perform the British premiere of his viola concerto with the BBC Orchestra in London
`in January 1936.
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`https://plus.lexis.com/ (August 25, 2022 | 7:57PM)
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`Through the years
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`“However, the night before the scheduled concert, King George V passed away, and the performance was canceled,” Christensen
`
`said, "BBC producers decided they wanted to broadcast some music by Hindemith in its place. So Hindemith wrote ‘Trauermusik’
`
`(‘Mourning Music’) that day and performedit live in studio with a string orchestra that same evening.”
`
`Asked if he thinks that classical music is an underappreciated genre in today's world of smartphones, YouTube and instant
`
`gratification, Christensen said that sentiment rings true for all types of music -- "pretty much anyactivity that requires us to put
`
`our phones away and relate to the actual world around us."
`
`“Hopefully, the 3-D experience of being in a beautiful space listening to exciting music makes it worth the effort of coming out to
`hear us," Christensen said.
`
`Woolweaver will play Sunday's music on his Johan Georg Thir viola made in Vienna in 173/.
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`The founder of the Boston Composers String Quartet and director of the Adult Chamber Music Institute at Kneisel Hall in Maine,
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`he has premiered a number of new worksoverthe years, including pieces written especially for him.
`
`lf you go
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`What: Heinrich Christensen and Scott Woolweaver open 2017 Jean C. Wilson Music Series
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`When: Sunday, 4 p.m.
`
`Where: First Religious Society, 26 Pleasant St., Newburyport
`
`How much:Suggested donation of $20 for adults, $10 for seniors. Free for students and children.
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`More information: 978-465-0602, ext. 401, or www-frsuu.org/jean-wilson-music-series
`
`Upcoming concerts
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`Feb. 12: Saxophonist Max Schwimmerand pianist Natalia Ulyanovsky
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`Feb. 26: Krosnick-Dionne Duo, cello and piano
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`March 26: Steinberg Duo, violin and piano
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`__(c)2017 The Daily News of Newburyport (Newburyport, Mass.) Visit The Daily News of Newburyport (Newburyport, Mass.)
`
`at www.newburyportnews.com Distributed by Tribune Content Agency, LLC.
`
`

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`https://plus.lexis.com/ (August 25, 2022 | 7:57PM)
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`Gamerstarget of comedy;"...
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`Gamers target of comedy;'Legendale’ will have its American
`premiere at The Human Race.; PERFORMING ARTS
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`Dayton Daily News (Ohio)
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`September2, 2017 Saturday
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`Copyright 2017 Dayton Newspapers, Inc.
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`Section: ; Pg. SPA1
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`Length: 1416 words
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`Byline: By Meredith Moss
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`Body
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`“Legendale." a new musical, will be at The Human Race Theatre Company from Sept. 7 through Oct. 1. Pictured,(left to right)
`Travis Mitchell, Rachel Flynn, Max Crumm and Abby Church. CONTRIBUTED PHOTO BY HEATHER N. POWELL
`
`Jeff Bienstock wrote the book andlyrics for "Legendale.” SUBMITTED PHOTO
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`Andrea Daly has written the music for the new musical, "Legendale.” SUBMITTED PHOTO
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`John Simpkinsis directing "Legendale.” SUBMITTED PHOTO
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`The characters-and costumes-from "Legendale" blend reality and fantasy. SUBMITTED PHOTOS BY JOEL LEVINSON
`
`Jeff Bienstock shares the origins of his new musical at a Human Race Theatre "Meet &amp; Greet." Looking onis director John
`Simpkins whoalso directed the play in Denmark.
`
`Jeff Bienstock always heard that writers should write what they know. So he did.It paid off.
`
`You'll see the results when the Human Race Theatre Company launches its 2017-2018 Eichelberger Loft Season with the
`American premiere of Bienstock's musical comedy, "Legendale." The play, billed as a blend of romance, adventure andvirtual
`reality, runs from Sept. 7 through Oct. 1 at the Loft Theatre in downtown Dayton.
`
`Although on-line gamers will appreciate the inspiration for the play, everyone connected with the show makesit clear that a
`knowledgeof action role-playing video gamesisn't required. "The story's true themeis about the poweroffantasy,” says Kevin
`Moore,artistic director of The Human Race."It speaks clearly to anyone who has ever dared to dream."
`
`Bienstock, wholives in New York, says the basic plot comes from personal experiences. "It was written during a period of mylife
`when not much was going on.” he admits. "| was temping, worrying a lot about my future and | bought the game, Skyrim."
`
`That game introduced Bienstock to a new world ofmonsters and magic and wizards and warriors. At first he thoughtit wasall
`pretty ridiculous. "But a few weekslater it had taken over mylife!" Bienstock admits. "An on-line game allows youto play as an elf
`or a wizard or go to a far-off land and battle monsters and have adventures. | wanted to make sure before | went to bed at night
`that Igot my character - my avatar -safely inhis bed at night!"
`
`The new fantasy musical focuses on Andy, a 30-year-old IT manager. "Like many people his age, his life isn't fulfilling,’ Bienstock
`explains. "He's in a dead-end job, doesn't have muchof a social life, has no real relationships. He finds excitementin a game called
`‘Legendale’ When a big tournamentis announced with the opportunity to win a lot of money and become the most powerful
`character, ‘The Lord of Legendale; Andy gets excited”
`
`Bienstock says that although his show uses a contemporary medium - gaming- it could be about anything that transports us toa
`world beyond, such asart. "The point is that weall have somethinglike this that allows us to get through our daily routine and
`helps us discover things about ourselves,” he says." There's one character in the show that thinks gamingis a waste of time but
`he's addicted to fantasy football.”
`
`Background on Bienstack
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`

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`https://plus.lexis.com/ (August 25, 2022 | 7:57PM)
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`Bienstock had many opportunities to be "transported to a world beyond" when he was growing up in Santa Monica,Calif. He lived
`just a few blocks from a community theater; his mother reported on the local theater scene and had also been an actor and
`workedin film.
`
`"| bought into the reality | was seeing on stage right away,’ Bienstock remembers. "The idea that we were dropping in on another
`world and anothertime really appealed to me."
`
`His focus in high school and college was always on music - clarinet, sax, flute, guitar and piano - and coming from L.A., he'd always
`assumed he would write musicforfilms. "As an undergraduate,| didn't enjoy it as much as | thought | would and | discovered that|
`wasn't that goodatit.’ he admits. "Musical theater really gives a writer the opportunityto tell the story yourself. And since I'd
`always been interested in telling stories and doing that through music,it's a betterfit for me.’
`
`The adventure begins
`
`At first, Bienstock assumed he'd do everything for his musicals himself - write the lyrics, music, and story. "Lyn-Manuel Miranda
`makes it look easy to doit all,’ he says now. “But | soon realized | needed someoneelse to bounce ideasoff”
`
`For "Legendale.that “someone” turned out to be Andrea Daly, who penned the music and co-wrote the story. The two met in
`2012 when both wereinvited to Northwestern University's Johnny Mercer Foundation Songwriters Project. a week-long
`intensive workshop.
`
`“| came with some original songs and Andrea came as a singer-songwriter,’ Bienstock recalls. “We developed a friendship.’ Later,
`when the two had a mini-reunion at a New York concert, Bienstock revealed his pie-in-the-sky idea for a fantasy musical about
`gaming and asked if Daly might be interested in writing it with him. She immediately said yes.
`
`Meet Andrea
`
`Daly, who comes from a dual backgroundof classical music composition and pop songwriting, says she wanted ta use both of
`those influencesin 'Legendale' to create an interesting contemporary theatre score with pop-inflected vocals.
`
`"| always planned to use electronic music and sound design for the game world, and an acoustic band to represent the real world,”
`she explains. “I knew the contrast between the two would be interesting, and could help the audience know where they were in
`each scene.”
`
`Developing a musical
`
`In 2013, the two writers began developing a basic outline, storyboard and songs for their show. "Part of the process wasfiguring
`out how to teach our audiences the basics about playing video games withoutfilling the show with lingo and insider knowledge,”
`Bienstock says. "You move your character through a fictional reality and are responsible for living or dying.’
`
`After Bienstock and Daly attended a two-week residency at Goodspeed Musicals’ Writers Colony in East Haddam, Connecticut
`the play had an informal reading there of the first act in 2014.A first full-length reading was pr