Danish womenswear brand ROTATE, created in partnership with leading stylists Jeanette Madsen and Thora Valdimars, and part of forward fashion group Birger Christensen Collective, has taken its operations to a new level. Timely scheduled during Copenhagen Fashion Week‘s latest edition, ROTATE inaugurated a sleek new flagship store, its very first, in the Danish capital. Interestingly, the retail space sits on the premises of aforementioned fashion group’s downtown head office which occupies several floors of a building from 1910 with an ornate façade. The Copenhagen-fashion brand has tapped local architect Thibault Allgayer to create the store’s interior design, and it’s one which meticulously blends minimalism, visual drama, a whiff of Brutalism, and given ROTATE‘s undeniable Scandinavian roots, also functionality. Upon entering the store, shoppers find themselves in an uncluttered, whitewashed space furnished merely with two abstract volumes.

A tiered semi-circular display in shiny metal sits in the middle of the store, opposite a contrasting triangular tiered display in a deep burgundy hue which effortlessly ties in with a newly erected wall with recessed display space. Exposed stone in the window corners and exposed utility pipes add an unexpected raw touch to the polished setting. A corridor, clad in matching glossy burgundy panels, leads to a welcoming oval-shaped lounge at the back of the store. Walls covered in floor-to-ceiling silver curtains form backdrop for a curved vintage sofa and sleek steel clothing racks. A metal-encased stairwell beckons shoppers to another, more intimate subterranean space. Here, a setting unfolds with floor-to-ceiling silk curtains, and a standalone day bed. In line with ROTATE‘s trajectory towards increased sustainable operations, the interior used recycled materials and, as said, vintage furnishings. The new ROTATE flagship store carries the brand’s full range of apparel and beachwear. © superfuture