丹麦品牌 Georg Jensen 伦敦快闪店设计亮点

Location: 164 New Bond St, London W1S 2UH, UK

Design: Universal Design Studio

Brand: Georg Jensen

Furniture Supply: Fritz Hansen

A complement to the Danish brand's permanent store in the English capital, the Universal Design Studio-developed space takes shoppers on a tactile journey.

Key features

Those closely familiar with the designs of Georg Jensen may recognize parallels between the space and Koppel 1041, a 1954 creation by Danish modernist Henning Koppel. Universal Design Studio referenced the sculptural silver piece for the interiors of the New Bond Street pop-up, embedding its forms and fluidity unto the blue-and-pink space. Designed to host events throughout the autumn and winter, the gallery-like store is targeted at helping the brand reconnect with clients and vice versa after the long COVID-induced retail hiatus.

Koppel 1041's sinuous silhouette is mirrored with the bespoke styling bars that snake throughout. Jewellery vitrines, mirrors and merchandising trays are integrated into the elements, inviting customers to explore the product range along the flow of the shop. Universal Design Studio was conscious in using tactile elements for the display fixtures, adding an extra sensory layer to the browsing experience. The designers worked with Georg Jensen to develop a custom lighting system: three 'strands' boldly weave across the interior – visible from the outside, it beacons to passersby.

The celebration of Danish design is continued with the furniture selection – pieces such as Arne Jacobsen's Swan sofa and Series 7 bar stool have been loaned in a collaboration with Fritz Hansen.

Frame's take

How did crisis-ridden 2020 impact the future of pop-up retail? It's a question we asked at the end of the year, evaluating the long-term ways the pandemic had already revolutionized retail. But now, with 2021 soon coming to a close, it's one that still remains at the forefront. What does Georg Jensen's temporary New Bond Street location tell us? For one, it communicates a confidence in the continued relevance of central urban locations, especially since the brand already has a London outpost. The brand's adoption of the gallery typology – not a unique concept for retail but telling nonetheless – also reiterates that clients there are not looking for the in-your-face approach that was long adopted by retail bastion in these areas. Moreover, Universal Design Studio's chosen aesthetic for the project is palatable to a younger luxury client, smartly responding to the demographic's rising importance to the market.