Upon a merger in 1930, the school changed its name to Kunsthåndværkerskolen (The School of Arts and Crafts) and after several further mergers with other schools it changed its name to Danmarks Designskole (The Danish Design School) in 1991 and moved into the former main building of the Finsen Institute at Strandboulevarden.
From 1994 to 2009, Friedman was professor in the Department of Culture, Communication, and Language at the Norwegian School of Management in Oslo, as well as at the Design Research Center at The Danish Design School in Copenhagen from 2003 to 2009.