Danish design house Georg Jensen has opened its new London flagship boutique on one of the city’s premier retail destinations, Mayfair’s Mount Street. The 175-metre-square store, spread over two levels, was designed by Copenhagen-based interior architecture practice Studio David Thulstrup. The luxury retail interior showcases Georg Jensen’s most prominent pieces of hollowware, jewellery and watches.
The store concept is inspired by geometric, Scandinavian and Art Deco references, all stemming from Georg Jensen’s rich brand history. The natural materials of dark walnut timber and grey honed terrazzo stand in a warm contrast to the black steel and light grey nuanced walls and floors, creating a sophisticated interior space.
The store is divided into defined spaces, where each merchandise category has its unique atmosphere while being unified by a language that reflects the Georg Jensen brand. The first floor is broken up into two merchandise categories; the gold and silver jewellery. All jewellery is showcased in display boxes which are integrated into the walls, specially designed to carefully highlight the delicate details of the Georg Jensen pieces in an impactful yet minimalistic way.
The space has striking black Art Deco inspired arches, which provide a visual break and give a sense of intimacy, whilst guiding the customer through the store. Creating a break between this area and the next one, stands the counter in hammered terrazzo, which is a reference to the art of silversmithing and the hammered silver. Following is the newly introduced men’s area, with floor to ceiling timber slats that take the customers down to the lower basement level. The semi-transparency of the slats nod to the casual Nordic sensibility and create a warm and comfortable space.
The lower level is divided into three areas; a room dedicated to the hollowware, a private sales area which showcases the heritage jewellery collection and at last a private seating area for VIP clients. The room for hollowware is bright, with a tall custom-made wooden table designed by artist Laura Bergsø, placed in the centre of the room. The table pays homage to the silversmith’s workspace, with its heavily rustic shaped timber tope left in natural state with poured inlay of silver. Simply sublime.
Georg Jensen, 89 Mount Street, London, W1K 2SR United Kingdom
[Images courtesy of Studio David Thulstrup. Photography by Hampus Berndtson.]
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