Great Dane and McCartney Design have worked in partnership over the past seven years in evolving the Great Dane brand. Although the brand started out as a source for Danish mid century modern furniture, it now embraces the wider idea of Scandinavian luxury. One of Scandinavia’s greatest luxuries is daylight, combined with the beauty of uncluttered open space. Across the new brand MCCartney Design utilised white, open space and natural light. In planning the store we opened up the windows at front and back.
To highlight the timber in the furniture, the floor is bright white. The design takes advantage of the generosity of space to allow the merchandise and the communication to breathe. The design is influenced by the Danish word Hygge, which describes the deep sense of pleasure found in making ordinary things extraordinary. When everyday objects are beautiful, life is beautiful. The idea of layering suggests snugness. There are brick, wood and fabric textures, with hanging quilts as a signature design element to divide and define spaces.
Texture is carried through to the collateral with the uncoated grey against the toothy feel of the bright white paper stocks. The sans serif font was chosen to complement the elegant simplicity of the furniture, and the addition of gold foil provided the final detail needed to add the luxury element. The integrated design of the collateral and showroom is a subtle play of colour and texture and exists only to showcase the unique quality of the furniture. McCartney Design’s beautifully simple approach has created a world of Scandinavian luxury.
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