Swedish fashion brand J.Lindeberg has catapulted itself into the global limelight during Copenhagen Fashion Week‘s recent edition with the timely opening of a brand new flagship store in the Danish capital. The inauguration of the retail space also signals the company’s new direction under the guidance of creative director Neil Lewty. The store occupies a spacious ground floor unit alongside Østergade, a bustling pedestrian road, which was previously home to a Burberry boutique. The interior design, created in collaboration with local practice Thibaut Allgayer Design Studio, reflects J.Lindeberg‘s mission to connect fashion and sports through cultures, ideas and communities. The chosen aesthetic blends design and technology, resulting in an innovative and understated space which incites shoppers to explore.

Among the interior’s special features are a corner screen acting like a 3D television, infusing the space with a digital realm, while the ceiling’s 300,000 colours can illuminate for events. Last but not least, there’s The Cheering Squad, an installation which pays homage to the new flagship store while it also captures J.Lindeberg‘s commitment to pushing boundaries and reshaping the conventional. It features a dynamic trio of cheering squad figures, each equipped with branded robotic arms holding black and white pom-poms. The choreographed performances are also visual representations of the spirit of innovation that pulses through our brand and an invitation for all to join in the celebration. The new J.Lindeberg flagship in Copenhagen carries the brand’s full range of men’s and women’s fashion apparel, accessories and sportswear.