The Danish silversmith and design company Georg Jensen recently opened two new flagship stores, one in London and one in Munich, Germany. Both boutiques were designed by the Danish interior architecture practice Studio David Thulstrup, and they both showcase Georg Jensen’s most prominent pieces of hollowware, jewellery and watches.
Situated in one of London’s premier retail destinations, Mayfair’s Mount Street, the 175-square-metre, two-level store is divided into defined spaces, in which merchandise categories are displayed in unique atmospheres unified by an interior design language that reflects the Georg Jensen brand.
The first floor of the London store showcases silver and gold jewellery. All jewellery is showcased in display boxes, which are integrated into the walls. These boxes are specially designed to highlight the details of the Georg Jensen pieces. The showcase space has Art Deco-inspired black arches, which provide a visual break and give a sense of intimacy whilst guiding customers through the store. In the centre of the top floor, between two shop areas, stands a counter in hammered terrazzo, which pays homage to the art of working with silver.
The lower level is divided into three different areas: a room dedicated to hollowware; a private sales area, which showcases the heritage jewellery collection; and a seating area for private clients. Danish cabinetmaker Laura Bergsøe designed the tall, custom-made, one-off wooden table located in the centre of the bright room for hollowware. With its heavy, natural-shaped wooden top with a silver inlay, Bergsøe’s table calls to mind the silversmith’s traditional workspace.
“Our main challenge when making the new store concept for Georg Jensen was probably to make a fitting link with the old store concept, while designing a completely new one. It was important to choose the exact right element and portion from the old store concepts DNA to make a smooth transition. We did this by working further with the slats – which also existed in the old concept – and which are a great reference to Scandinavian design as well as to the Art Deco style, both a part of Georg Jensen’s rich brand heritage,” says David Thulstrup, Founder and Creative Director at Studio David Thulstrup.
The other recently opened Georg Jensen flagship store is located in one of Munich’s luxury shopping streets, Maffeistrasse. This store was also designed by Copenhagen-based Studio David Thulstrup. Like the London store, this boutique also showcases the brand’s finest jewellery, hollowware and watches.
Studio David Thulstrup also designed the shop with defined spaces for each merchandise category, and customers proceed through the store one space at a time. Honed terrazzo, black steel and light-grey wall surfaces welcome customers in the bright entrance space, where the jewellery and hollowware are located. Displayed within a frame of soft-textured walls with a geometric line language highlighting the pieces’ details, the jewellery is the focal point of the 250-square-metre shop.
A newly introduced men’s area and a private sales area are located further inside the store. The space offers a darker, warmer atmosphere, with walls of dark walnut and high vertical timber slats, while the rough-hammered terrazzo pays tribute to the art of working with silver. In this way, Studio David Thulstrup gave this shop a similar but different vibe than the atmosphere in the London store.