The flagship store for luxury lifestyle book company New Mags has opened its doors in the heart of Copenhagen, uncovering a minimalist-style emporium of beautifully curated books and magazines.
To deliver a quiet and calm space that let the beauty and quality of the products do the talking, Norm Architects drew inspiration from traditional libraries from the last century to combine classic with modern. Natural materials such as oak wood and golden sandstone offer an aesthetically pleasing backdrop, allowing the inspirational and carefully selected books to take the lead.
Stone plinths, unique artworks, and pivoting walls all bring character and add nuance to the space. Reflecting on the vision for the project, Jonas Bjerre-Poulsen of Norm Architects explains that “with iconic elements like the long study tables and large wooden shelving, filled to the brim with beautiful and large volumes alongside prominent sculptures and ornamental moldings in mind, we set out to design a contemporary and more minimalist version, where all the books are still displayed in this warm, cosy and stimulating atmosphere.”
The sandstone exterior façade of new lower-ground store situated in Copenhagen’s Old Town is a material that Norm Architects chose for the columns inside to create a meaningful connection. They also designed a cast-concrete floor to match the colour and level of the pavement outside the shop.
There’s certainly a feeling of being drawn in, as you are enticed by looking through the shop window and admiring the artistic displays and front covers of the alluring lifestyle books. The sandstone exterior façade of new lower-ground store situated in Copenhagen’s Old Town is a material that Norm Architects chose for the columns inside to create a more meaningful connection. They also designed a cast-concrete floor to match the colour and level of the pavement outside the shop.
An eye-catching combination of front-facing displays on wooden shelving and styled flat-laying books is composed to offer moments where you can pause and pore over the generous selection of inspiring literature. Norm Architects have played with height, keeping the space interesting and inspiring the imaginations of book lovers.
“The use of the stone sculpture by Josephine Winding is multi-faceted. First of all, it was our contemporary take on some of the reference images we looked at in the de- sign phase from old libraries, where sculptures were placed on plinths among the study tables and rows of shelves. Secondly, it was a way to create a welcoming gesture to the space, create a bit of division and variance in heights as well as adding a soft and organic contrast to the straight-lined and architectural elements,” Jonas Bjerre-Poulsen describes.
Behind the store’s concept was a design that would connect the retail element with the core of the company. Pivoting wall panels open to reveal two workspaces as well as the store’s stock, and they tuck away this functional feature when closed.
The new Area Aviae Meae building, within which the New Mags store is located, was designed by Praksis Architects.
Photography by Jonas Bjerre-Poulsen and Sandie Lykke Nolsøe.
Delve into the expansive literature collection at New Mags online.
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