The brand has devised a new store concept to mimic Danish homes and lifestyle and “redefine” the consumer experience from the way products are displayed to customer service.
“Our ambition is to cherish the unique informal Danish way of living through our homes and create an aspirational, entertaining store experience,” said Ulrik Garde Due, CEO of Georg Jensen.
The new concept was created by London architect Mark Pinney using references to Danish architecture and design, like the work of Alvar Aalto, Arne Jacobsen, Vilhelm Wohlert and Poul Kjaerholm.
Wherever possible, the furniture and interior is Danish in origin and include pieces designed by Poul Kjaerholm and Hans J. Wegner. Also the ceilings, carpets, floors and other interiors have been made in Denmark.
The two-floor, 200-square-meter Copenhagen airport shop will replicate a home with a sitting area, dinning area, study and kitchen all used to display product.
“The challenge was to create a store interior that could accommodate the diverse range of Georg Jensen products from flatware and hollowware to watches and jewelry within a single concept,” Mr Garde said.
A large customer service bar forms the kitchen counter to be used for point of sale and to display the latest products. Stools at this counter allow customers to be served with refreshments while their purchases can be gift-wrapped.
In keeping with many Scandinavian homes the predominant interior material is wood both in the flooring and in the slatted larch wall and ceiling panels. To ensure that the silver and stainless steel products are seen at their best against the dark backgrounds, the color scheme of the home is a pallet of greys.
