London-based Mark Pinney Associates is completing several new stores around the world for the Danish jewellery and silverware company Georg Jensen, including this one at Kastrup Airport in Copenhagen. The retail strategy is inspired by the company’s heritage. The new store concept is built around the concept of the ‘Danish Home’.
The challenge was to create a store interior that could accommodate the diverse range of Georg Jensen products within a single concept. The solution has been to create all the components of a home: kitchen, dining, living, study areas, and use these as an appropriate and natural setting for the Georg Jensen products.
The kitchen area is typically the focus of family life. The large bar counter forms the centrepiece of this area and and contains a customer service bar with the point of sale, prompting discussion and interaction between staff and customer over a glass of champagne or a cup of coffee. Stools at this counter allow customers to be served with refreshments while purchases are gift-wrapped.
In keeping with many Scandinavian homes, the predominant interior material is wood, both in the flooring and in the Larch wood slatted wall and ceiling panels. Unlike many homes however, where a predominantly pale pallet of colours is used, here more dramatic effect is created by using a darker pallet of greys which at the same time ensures that the silver and stainless steel products are seen at their best against the dark background. This pallet of greys is derived from the reflections present in the silverware pieces within the Georg Jensen collection.
The concept references elements of Danish architecture and design, particularly the work of Alvar Aalto, Arne Jacobsen, Vilhelm Wohlert and Poul Kjærholm. Materials used are wherever possible Danish in origin and include classic furniture pieces by Poul Kjærholm and Hans J Wegner.