Georg Jensen | Interior Branding Gone Right

Before you read on, click here to see our first piece on interior branding where we gathered some seriously jaw dropping images of Acne Studios shops and analysed how their brand image translated in spacial terms. This time we’ll be looking into another iconic Scandinavian brand associated with commitment to superlative craftsmanship, cutting edge technology and stunning design derived from nature – Georg Jensen.

From a boutique silversmithing workshop in Copenhagen established by a man, who risked what small capital he had at the time to a 111 year old luxury brand Georg Jensen has been synonymous with Scandinavian modernism for a long time. To this day the company continues to produce beautiful metalware, jewellery and wristwatches of innovative forms and impeccable quality.

As a brand with strong focus on high-end market Georg Jensen quietly stayed in their element capitalising on what already worked until a recently appointed CEO David Chu stated “The last 15 or 20 years hadn’t done a lot about reinventing the product or repositioning the brand”. Largely fashion-focused CEO’s come all guns blazing and not only reinvigorated Georg Jensen’s history of artistic collaborations but has also given a green light to two flagship store projects in London and Munich.

London, Mayfair 

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The 175sqm store, spread over two levels, was designed by Copenhagen-based interior architecture practice Studio David Thulstrup.

The visual language of the space is inspired by geometric lines, Scandinavian minimalism and Art Deco movement. The natural materials of dark walnut timber and grey honed terrazzo juxtapose the black steel, grey walls and floor creating an impactful first impression. The store is divided into defined spaces separated by striking black arches, which provide a visual break and give a sense of intimacy, whilst guiding the customer through the store.

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Each merchandise category has its unique atmosphere: the ground floor is dedicated to silver and gold jewellery that is showcased in display boxes integrated into the walls while the lower level is broken up into three rooms for hollowware and a private sales area with stunning heritage jewellery collection and private seating.

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One of my favourite features is a custom-made wooden table in the hollowware section design by artist Laure Bergsø, place in the centre, which references to the silversmith’s workspace with its heavy natural shaped wooden plate on top with inlay of silver.

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Munich, Maffeistrasse

250 sqm flagship store in Munich was also designed by Studio David Thulstrup and is clearly inspired by the same style and artistic theme. The customer is welcomed into a bright space with honed terrazo, black steel and light grey surfaces nodding to nordic sensibility. Soft textured walls displaying unique jewellery, create a warm comfortable space. If you walk a little further inside you’ll find a private sales area with dark walnut walls and vertical timber slats creating a more intimate darker atmosphere. The space looks striking and it carefully highlights the delicate details of Georg Jensen pieces in an impactful yet minimalistic way.

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Photo credits: Hampus Berndtson