Normann Copenhagen Showroom, Copenhagen

Designed by: Normann Copenhagen
For client: Normann Copenhagen Floor area: 1700.00 M² Year of completion: 2016
Nominated for: Single-Brand Store of the Year

Normann Copenhagen Showroom
© Normann Copenhagen Showroom - First Exhibition

Stairs covered in plush, pink carpet provide a small hint of what awaits in the depths below, and at the end of the shaft, visitors are surrounded by an explosion of pink.

About the Project

The combined flagship store and showroom presents an exclusive and bold design concept that captures the essence of the Normann Copenhagen brand. Normann Copenhagen’s collection of furniture, lighting, textiles and home accessories is mixed with handpicked clothing and fashion items in an experimental and artistic universe of carefully curated displays. The exhibitions change on a continual basis to show selected parts of the collection in new, inspiring constellations.

Designed by the Normann Copenhagen in-house design team consisting of Hans Hornemann, Britt Bonnesen, Sabine Larsen and Sophie Nilsson, the 1700-sq-m space comes with a great history. Previous occupants of the building include a water distillery, a theatre, a sound studio and a cinema. The showroom has been restored with respect for the historical features, displaying the original stucco in the ceiling as well as beautiful reliefs and tall marbled beams. The classicist details are met by an eclectic mix of materials: brushed steel, mirrored glass and lively terrazzo in bold colours come together to create the unique, transformational space.

Previous exhibition concepts include Discovering Spaces from March to September 2017 and The Runway Issue from September 2017 to Spring 2018.

What’s unique about it

From its collections to its multifunctional spaces, Normann Copenhagen is known for breaking boundaries, taking risks and challenging the ordinary. The showroom is an innovative example of how retail spaces can support other aspects of the brand. Normann Copenhagen integrates online retail, daily wholesale processes, branding and events within the showroom. The pink gallery is highly popular on social media, and Normann Copenhagen claims it might well be the most-Instagrammed showroom of 2016/2017.

The company has worked on enhancing the coherence between the brick-and-mortar store and the online shop, to optimize the shopping experience on site into a fluid, efficient process. The mobile checkout allows visitors to make purchases while sitting comfortably in the chair they wish to order, which will of course be delivered directly to their addresses.

The latest Runway Issue concept integrates interior design and fashion in awe-inspiring curated exhibits, from opulent and eclectic ensembles to stark, minimalistic tableaus, where the individual designs emerge as centrepieces.

The Normann Copenhagen Showroom is not defined exclusively by its design, but also by the enormous amount of detail that permeates every aspect from of the customer experience.

2016 09  The Grand Reopening 9
© First Exhibition

Stairs covered in plush, pink carpet provide a small hint of what awaits in the depths below, and at the end of the shaft, visitors are surrounded by an explosion of pink.

2016 09  The Grand Reopening 12
© First Exhibition

A magnificent light fixture with 160 Amp lamps in marble and glass shines brightly above a colourful exhibit of furniture and accessories.

2016 09  The Grand Reopening 10
© First Exhibition

In the foyer, a 20-m-long Rope sofa stretches across the entire length of the hall. Beneath rows of fluorescent lamps, the intriguing tunnel leads to the stage.

2017 04 Normann Copenhagen Showroom 06
© Second Exhibition - Discovering Spaces

Revolving around the experience of space and materiality, the Discovering Spaces exhibition concept explores new, playful and nontraditional ways of staging design.

2017 04 Normann Copenhagen Showroom 08
© Second Exhibition - Discovering Spaces

Revolving around the experience of space and materiality, the Discovering Spaces exhibition concept explores new, playful and nontraditional ways of staging design.

2017 04 Normann Copenhagen Showroom 17 Era Lounge Chair City Velvet Ca8832 066
© Second Exhibition - Discovering Spaces

Revolving around the experience of space and materiality, the Discovering Spaces exhibition concept explores new, playful and nontraditional ways of staging design.

2017 09 Normann Copenhagen Showroom The Runway Issue 05
© Third Exhibition - The Runway Issue

A dazzling runway in yellow sapphire displays an astounding world of imaginative exhibits. The runway stretches into the gallery, making one thing is clear: yellow is the new pink.

2017 09 Normann Copenhagen Showroom The Runway Issue 03
© Third Exhibition - The Runway Issue

A dazzling runway in yellow sapphire displays an astounding world of imaginative exhibits. The runway stretches into the gallery, making one thing is clear: yellow is the new pink.

Metamorphosis - Creating a new brand universe

Location of project:
Credits:
Normann Copenhagen

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