Behind the screens of the new Gubi store







Modern classics are perfectly aligned and styled in the new Gubi store in Copenhagen by designer Caroline Ost and Jacob Gubi. Caroline is a former Senior Designer from Dimore Studio in Milan.

Gubi has chosen a historical venue for its new store that dates back to the end of the 19th century and that used to be a warehouse facility for the exclusive Danish department store AC Illum.

“For Gubi, the architecture of the building is of enormous value and cultural importance; we in a great affection for architecture and are working closely together with a number of leading architects around the world on special projects. Furthermore, the fact that the building has an impressive ceiling height is, and has always been, an important factor for our choice of location – indeed this is also a key feature of our headquarters in Frihavnen in Copenhagen. We think it adds a nice ambience to our collection of furniture and designs and shows off the designs in a very original and inviting setting” says Jacob Gubi, Chief Creative Officer and Founder of Gubi.

The new store is 460 square metres and has a beautiful terrazzo floor, which Caroline and Jacob have brought back to life. The architecture takes you back to the Bauhaus era, while the spiral staircase is inspired by Danish architecture from the ‘50s and ‘60s. All of which enhances showcasing the best of Danish design and architecture through time, thus enriching our great Danish heritage. Every piece of furniture in the store will be paying respect and homage to design history by pairing it with something new. The Beetle chair is a great example of Gubi’s new take on their furniture for the store. It has been dressed in textiles inspired by the Wiener Werkstätte Alliance from the early 1900s.

With the opening of their new flagship store, Gubi wants visitors to experience the ‘Gubi feeling’ and to see at firsthand the history and feeling behind the collection.

“In our curation of the shop, it has been essential to show that important and iconic design from more than one century of Danish design can interact together without visitors thinking about when and where the objects were designed. I think the pure essence of great design is when it can interact with different settings, adding personality without being too loud in its appearance. We want to show our customers a more expressive setting than they would normally see in a retail environment; one that dares to push some barriers in the choice of colours and materials” explains Jacob Gubi.

The Gubi logo has also been redesigned for the store. The very iconic fish, which was designed by Jacob Gubi’s grandfather Gudmund Olsen in 1973, has now been completely transformed and updated to suit the new changes and the new direction of the Company.

You can visit the store at Møntergade 19 in Copenhagen.

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