Danish design house Georg Jensen, has opened the doors to its new London flagship boutique on Mayfair’s Mount Street.
Known for its discerning, design-savvy customer, the Mount Street boutique marks another important step in the brand’s re-invigoration since its acquisition by Investcorp in 2012.
Spanning 175 square meters and conceived by Danish interior architect David Thulstrup and his eponymous design studio, the boutique offers a gallery-like environment for the complete Georg Jensen collection. The use of natural materials, such as marble and warm slatted wood, and the clean lines of Scandinavian minimalism, deftly mixed with metallic Art Deco touches, all provides the backdrop for a re-focused and revitalised offering.
Amongst the iconic Georg Jensen designs, a newly launched premium-end gold jewellery collection is showcased on the ground floor. Inspired by the designs of Vivianna Torun, these sculptural pieces are set with rubies and emeralds from ethical mining company Gemfields. Alongside this, watch collections have been infused with new additions including limited runs, as well as rose and yellow gold editions. Swiss-made semi-complications housed in designs by legendary Georg Jensen collaborator Henning Koppel provide a credible and elegant selection of timepieces. A new and dedicated men’s offering including leather wallets, pens and belts, plus silver jewellery and writing instruments completes the ground floor proposition.
Downstairs customers are reminded of Georg Jensen’s heritage dating back over 110 years. Vintage silverware and jewellery is displayed, alongside signature hollowware pieces, silver gifts, silver cutlery as well as the soon to launch a silverware collaboration with industrial designer Marc Newson CBE .
A private space for VIP browsing is also available. Over the two floors customers can experience the full range that Georg Jensen has to offer, from smaller gifts to statement pieces, all conceived within the distinctive Georg Jensen aesthetic, a style that has played an important role in creating what is referred to today as ‘Danish Design’, while earning the house a Danish Royal Warrant.
The launch of the new flagship boutique on Mount Street is a key moment in the brand’s retail strategy, and follows closely on the heels of new boutiques in London’s Royal Exchange, Westfield’s luxury retail hub The Village, and concessions within Selfridges Wonder Room and Harrods silverware department – and all adds up to a doubled UK retail footprint of over 3,000 square feet.
Internationally 2015 has seen boutique openings in Munich, Oslo, and the innovative concept store, Georg Jensen Hus in Beijing.