Universal Design Studio and AKQA unite to bring to life the new London flagship showroom for Georg Jensen. Inspired by the unique qualities of Scandinavian light, a warm and welcoming interior sets the scene for the brand’s collection of homeware, silver hollowware and jewellery to glisten. Read on as enki shows you around the space…
Drawing inspiration from the brand’s Copenhagen roots and the “distinctive light and nature of Denmark,” Georg Jensen’s new London flagship is now open to visitors. Taking on a palette of muted tones, the set up reflects the Danish seasons, allowing shoppers to discover Georg Jensen’s iconic collection of luxury homeware, silver hollowware and jewellery in complete calm.
With Universal Design Studio and AKQA steering the project, the team were prudent in their choice of natural materials which promise to age gracefully. Similarly, the considered design also picks up on the organic shapes and forms found in Georg Jensen’s creations. “The concept originates from the key tenets of Georg Jensen’s design philosophy – manipulating materials to exploit their reaction to light and a deep respect and appreciation of nature.”
The curated material palette of the space sees limestone, marble, burr timber and zinc transform into pieces of crafted furniture and visual merchandising displays that equally hold Georg Jensen’s heritage and contemporary aesthetic in high esteem.
For the walls, the design team opted for a marble paint from St. Leo that mimics the vanilla-toned facades found along the Herluf Trolles Gade (a historic Copenhagen street). To contrast, an emerald green marble skirting gently curves around the ground floor, leading visitors through the jewellery collections.
On the ground floor, visitors will also find bespoke styling bars that allow hero jewellery pieces to have their moment in the spotlight. Not only are these a unique way to highlight features from the collection, but they also showcase the design team’s commitment to reuse, with the displays adapted from a project Universal Design Studio previously worked on for Georg Jensen.
The bars are crafted from ash timber and zinc, and the metal legs offer a varied sheen that softly reflects the light. Meanwhile, glass fronted doors are lit from within to provide crystal clear views of the creations.
Following the curved staircase up to the first floor, darker timber tones fill the room and Georg Jensen’s collection of silver hollowware is revealed; resembling satin-like beacons shining beneath the spotlights overhead.
Contrasting the complexion of the ground floor, here silver hollowware perches on tiered walnut surfaces that flow organically and envelope visitors. Pieces are also displayed in glass vitrines carved into floor-to-ceiling walnut panelling.
The showroom is finished off with furniture designs from Fredericia; a Danish brand that shares Georg Jensen’s commitment to quality craftsmanship, as well as its distinctive Scandinavian style.
Showroom address: 108 New Bond Street, London, W1S 1EF
Click here to explore Georg Jensen’s full collection.
Take a look at Universal Design Studio’s portfolio of work here.
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