The future’s in store.

Insight

The next step for luxury starts with retail.

As legacy luxury brands navigate the rapidly evolving retail landscape, digital transformation is essential. How do you build the future of luxury without discounting the past? How do you find a way to be distinctly modern while maintaining everything that brought you here? 

The answer lies in merging the power of the physical store with the promise of digital and crafting immersive experiences that cater to our desire for exclusivity, bespoke service and innovation.

For the new flagship store in London’s Bond Street, Universal Design Studio and AKQA did just that.

Idea

The Scandinavian retail space, transformed.

Georg Jensen’s new London flagship successfully bridges past and present to create a fusion fit for the 21st century. The space draws on the overarching theme of Scandinavian light to transport visitors to a world that honours the tradition and outlook of the brand. Light and nature are celebrated in Denmark throughout the year, and both were essential to Georg Jensen’s inspiration behind the jewellery and homeware he created.

The digital and the physical worlds blend naturally while celebrating the brand’s heritage, with interactive experiences like pearls on a string within the space.

Fusing the physical and digital.

A hidden digital tray set within the visual merchandising allows you to try the jewellery virtually on a screen appearing as linen, blurring the boundaries between the physical and digital elements. 

Adaptive and contextual.

Contextual mood videos displayed on screens in the space capture key moments in the year in nature, allowing the digital narrative to also adapt to the time of year or day. Digital showcases capture the pieces in a way that references the notion of changes in natural light. 

Reimagined materials.

Homeware visual merchandising tools were reimagined in the updated material palette of ash timber and linen, and improvements in craftsmanship and simplicity have created a cohesive and quiet set of tools that ensure the products sing.

Impact

A new jewel in the crown.

The new flagship store is poised to revolutionise the way we interact with jewellery in retail, setting a new standard for interior design and innovation that transcends the notion of a store. It’s an immersive environment designed to engage on multiple sensory levels, full of thoughtful moments that enable customers to continue exploring the Georg Jensen world beyond the pieces themselves.