Normann Copenhagen trades monochrome pink for yellow and gold in a bold, fashion-forward runway show of furniture in its 1,700-sq-m concept showroom. Taking a cue from the dramatic flair and showmanship of the fashion world, ‘The Runway Issue’ features a linear display of products and a runway that appears to float on a sea of molten gold. The runway theme is complete with a VIP area, exclusive backstage passes, and clothing racks. A centrally located staircase guides visitors to the lower gallery where velvet steps give way to yellow sapphire on every visible surface.
Bright pops of colour and reflective material recreates high-fashion glamour when combined with the repeating light fixtures. The upper floor provides a contrasting environment, covered in calming white with the occasional touch of terrazzo. Hints of the 70s are found through yellow accents and an enormous brown velvet couch, although the complementary neutral tones, metal-clad walls and audacious application of monochromatic colour place the interior as unmistakably contemporary.
Large blocks of white foam serve as unconventional pedestals, nearly enveloping vases and furniture pieces, which are strapped in – almost embedded in the layers of foam – with yellow belts. Tilting the chairs and tables and merging their forms with a shapeless substance, Normann Copenhagen presents their products more as sculptures than as something so prosaic as furniture.
The styling oscillates between showroom and art installation, capturing and holding the interest of visitors by presenting a surprise around every corner. The result is an extravagant space that draws attention to complement the product collection, which is known for its restrained and detail-oriented aesthetic. Consumer or art critic, the showroom engages and entertains with a glittering gold space that experiments with unconventional retail showroom design to contrast with the timeless collection.
Design: Normann Copenhagen
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