UXUS, an award-winning strategic design consultancy, developed a new global retail platform for Skagen Denmark, part of Fossic Inc. The two pilot stores opened in December 2013 in London’s major retail hubs, Westfield London and Westfield Stratford City, with more locations to follow.
The new retail experience has an inherent connection with Skagen’s homeland – an eponymous town at the tip of Denmark, where land and sea meet in an eternal horizon line. The store design alludes to this natural marvel with a signature “horizon” band spanning across the space.
The displays for jewellery, timepieces and leather goods seem to form a landscape along the horizon, reminiscent of the ships and roofs dotting the coastline of Skagen. All of these individual pieces create a panorama for exploration, much like the many personalities that give the town of Skagen its unique character.
Guided by the timeless functionality of Danish design, the stores celebrate Denmark’s love for simplicity and “human touch” in craftsmanship. All fixed elements are made-up of clean lines and contrasted by furniture pieces with soft, curved forms. Bespoke pebble-shaped tables, armchairs and a signature chandelier add homely touches to the pared-down design, and most importantly, bring the Danish culture of “hygge” into the store.
“Hygge”, the Danish ritual of enjoying and sharing good times, informs the customer experience. Warm and welcoming central merchandizing area with an integrated cash desk evokes conviviality and promotes a highly personal interaction with each customer. The guests are invited to relax and explore different product stories, while discovering the Danish lifestyle.
The materials were chosen to convey the breathtaking beauty of Skagen’s landscape. Sampled directly from nature, unique textures and surfaces, such as weathered oak, sisal carpets, wool felt, and white stained wood, create a warm and approachable environment reminiscent of Skagen beaches.
Capturing the Danish welcoming spirit, its respect for nature and timeless design principles, the new retail platform is more than just a showcase of beautiful objects. It is an expression of a very unique mindset – a home for living Danish.
Photographer: Michael Franke