Georg Jensen opens its new London flagship boutique

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The Danish design house Georg Jensen opens its new London flagship boutique on one of the city’s premier retail destinations, Mayfair’s Mount Street.

The 175 sqm store, on two levels, was designed by the Danish interior architecture practice, Studio David Thulstrup. The store showcases Georg Jensen’s most prominent pieces of hollowware, jewellery and watches.

GEORG JENSEN London flagship boutique by Studio David Thulstrup

The store is divided into defined spaces, where each merchandise category has its unique atmosphere while being unified by a language which reflects the Georg Jensen brand. The first floor is broken up into two merchandise categories; the gold and silver jewellery.

GEORG JENSEN London flagship boutique by Studio David Thulstrup

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.

GEORG JENSEN London flagship boutique by Studio David Thulstrup

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 private clients.

The room for hollowware is bright, with a tall custom-made wooden table designed by artist Laura Bergsø, placed in the room’s center. The table references to the silversmith’s workspace, with its heavy natural shaped wooden plate on top with inlay of silver.

GEORG JENSEN London flagship boutique by Studio David Thulstrup

Project  Studio David Thulstrup
Design Team David Thulstrup, Thibaut Allgayer, Alana Keogh, Lorenzo Rossi, Georgina Prittie, Anny Wang
Area 175 sqm
Photos courtesy Hampus Berndtson

Studio David Thulstrup is an architecture, interior and design practice based in Copenhagen. They create innovative architectural solutions where each concept embraces the client’s identity, values and needs. The portfolio includes a diverse range of international projects for private and commercial clients, with the main focus on fashion retail and residences. The spaces are focused on refined design details and rethinking materials out of their conventional form and use.

The international team of architects, interior designers, product designers, 3D visualization experts and material experts form a strong creative force of individuals with complimentary experiences and expertise. Through cultural exchange, experimentation and collaboration with experts, they develop customized furniture and materials which create a unique design. Interior designer David Thulstrup founded his eponymous studio in 2009 after working in Paris with French architect Jean Nouvel and for architect Peter Marino in New York. In both positions he was responsible for the concept development of a diverse body of work, including residential, retail, leisure and cultural projects.

by AN shopfitting magazine no.132 ©