For the New London Flagship Shop, Universal Design Studio and AKQA rely on the light and nature of Denmark to create a soft and inviting interior with natural materials and organic forms
Photography with the kind permission of Universal Design Studio, Akqa and Georg Jensen with the London flagship showroom of the brand
Words of Jessica-Christin Hametner
The flagship of Georg Jensen in the New Bond Street, which opened its doors at the beginning of this year, is as clean and polished as the cutlery she shows. The Mayfair outpost has a white, solid facade, while a faded palette, natural materials and silver accents combined in the two-story interior in the Scandi style.
The spectacular space is the work of the universal design studio and the design company AKQA, which were entered by the Danish silversmith to design the interiors of the brand's new London flagship. The optimized showroom invites nature in the interiors by reflecting the Danish seasons.
As in other universal design studio projects such as Villa Copenhagen or Holiland in the Luo Hong Art Museum in Beijing, the interior design follows a holistic approach of design from the inside out so that people first create people. The studio has managed this ethos since it was founded in 2001.
Photography with the kind permission of Universal Design Studio, Akqa and Georg Jensen with Fredericia's Spanish dining times in Cognac
The studio Universal Design Studio remained true to the philosophy of the studio and opted for crispy furniture and smooth surfaces, so that the cutlery by Georg Jensen can shine. A neutral material palette that refers to the Haus of the Copenhagen brand invites visitors to the new 465 m² showroom and reflects the Danish seasons with thoughtful designs with thoughtful design surfaces.
The walls are covered in subtle tones and were delivered with the friendly approval of the Danish label St. Leo, which provided the marble effect color and released the room with a quiet atmosphere. Inspired by Herluf Trolles Gade, a Heritage Street in the Danish capital, the warm but minimal finish shows the varied textures, references and stone facades of the city.
The most dramatic is a continuous green marble, which circles on the ground floor, leads visitors through the jewelry exhibitions and culminates in a curved monolithic marble -cash -wrap, the depth and visual interest. Ash wall panels form a warm background, while the laundry rings the roughly plastered walls to create moments of the break for both the product display and for customer advice.
Photography with the kind permission of Universal Design Studio, Akqa and Georg Jensen with the Green Marble envelope on the ground floor
There are also tailor -made styling sticks from ash wood and zinc that gently reflect the light, while the doors are illuminated internally with glass front and enable customers to discover a curation of collections, including Georg Jensen's reflect supporter of Jacqueline Rabun or the Sterling Silver silver of the American designer, ID bands.
With a story that extends over more than 100 years, the Universal Design Studio has redesigned these visual merchandising toolkits for jewelry, household goods and Silver Hollowware by inspiring linen boxes to the physical archive that the team found in the eaves of the chair of Georg Jensen in Copenhagen.
“Our time spent at the headquarters of Copenhagen provided the archive and Smithy an abundance of references as inspiration and an appreciation for the rich collection in Georg Jensen,” writes Jake Powley-Baker, design director of the Universal Design Studio. “It was important that the room supports and shows this story and this archive.”
Photography with the kind permission of Universal Design Studio, Akqa and Georg Jensen with Georg Jensen's reflected trailer, which was designed by Jacqueline Rabun
A curved staircase pours daylight into the heart of the exhibition space and leads customers to the first floor. Here the collections of the brand from the 1960s from the 1960s in the 1960s and their slim stainless steel jug of the 1960s from the 1960s will be exhibited in order to create a balanced and inviting atmosphere.
In order to create a striking contrast to the otherwise minimal design, Universal Design Studio and AKQA have integrated cooler tones from brown and natural forests. These surfaces complement the silver hollowware, which is shown between the graded walnut surfaces that use wavy organic shapes, as well as within glass showcases that are carved into a walnut paneling.
By playing with different colors and materials, the designers have created a targeted contrast to the ground floor below. The result is an atmospheric interior with slim lines and a enveloping atmosphere for a better moment of customer interaction. But this well -designed room has even more.
Photography with the kind permission of Universal Design Studio, Akqa and Georg Jensen with Georg Jensen Bernadotte Bowl and Fredericia's Spanienstuhl
In a corner, a single classic Spanish chair-Urbanity is designed by Børge Mogensen in 1958 and now produced by the Copenhagen design company Fredericia in the Copenhagen, in walnut and black saddle leather, with Georg Jensen's Scandinavian roots and simplified elegance further referring.
There are also other pieces, all with friendly permission from Fredericia: Four cognac -colored Spanish Es chairs that are properly arranged on the ground floor, while Fredericia's pioneer stool from Maria Bruun in oak has a soft, padded seat cushion for a hint of cosiness.
The designers specified a large selection of contemporary and Fredericia furniture as the variety of classic Danish and contemporary future icons reflected Georg Jensen's balance between cultural heritage and innovation and create the perfect balance between shape and function, past and present.
Photography by Peter Vinther with Georg Jensen Archive, bangles 203a
“In Scandinavia we see light as the ultimate luxury,” adds Nicolai Smith, Executive Creative Director of AKQA. 'Georg Jensen is a physical manifestation of longing to stick to light because all products absorb it. It was a pleasure to tell this story and give the Londoners an insight into the Scandinavian nature that we deeply appreciate. '
The New London Flagship Showroom by Georg Jensen in minimalist and Nordic principles has an interplay between structured and organic forms, rich material pallets and linear forms that merge classic Scandinavian elements with modern design sensitivities.
Similar to the timeless designs by Georg Jensen, the brand's exhibition space in the New Bond Street embodies a similar spirit. Every detail within the room shows a commitment to craftsmanship and permanent design principles to ensure that the exhibition space remains as much as Georg Jensen's range of exquisite objects over generations.
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