The leading Danish jeans brand Jack & Jones has opened a store measuring 364m2 on the popular shopping street, Strøget, in the Danish capital, Copenhagen.

The store is based on a new concept developed by Riis Retail where the focus was to create flexible shop areas for all the Jack & Jones brands and bring special attention to the jeans. The structure and materials of the original building have been reused and the result is a very genuine feeling when entering the shop. The façade is impressive with a classic and mature look giving the brand a strong position on the corner location. In one of the windows an impressive screen ensures the communication from Jack & Jones to the people passing by. Other windows contain decoration and mannequins and on the side street it is possible to get a peek into the shop from the outside through the impressive jeans area displaying jeans mannequins in two heights.

The furniture is detailed and the choice of genuine materials such as massive oiled oak, quarts zinc, patinated brass and burned steel work well together. The shop is flexible for all the five Jack & Jones brands and there is variation in the use of wall units, tables and racks. The shoes are placed in a dedicated area including stock and seating providing the costumer with a good overview and comfort.