Tiger of Sweden opens new concept store in Copenhagen

today Oct 2, 2018
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Tiger of Sweden’s still-new head of creative and design Christoffer Lundman is pushing through a new way of thinking about the retailer’s stores and the company has just opened a new ‘“pilot” store that was designed in association with London-based Daytrip Studio.

Tiger of Sweden/Daytrip

Daytrip said the approach for the new store concept “is focused on the values, attitudes and emotions which are the cornerstones of the brand.”

That means a design that draws on the label’s Swedish roots and heritage, inspired by local interiors, furniture, glassware, and other products. “It fuses a feeling of timelessness with disruptive and unexpected elements, clean lines and raw materials. The result is a feeling of effortless confidence, a contemporary retail environment with a gallery and tailoring lounge for customers who are literally and metaphorically On The Move,” we’re told.

The first store covers 100 sq m of retail space in the newly opened wing of Copenhagen International Airpot and several more stores will open this year. 

Daytrip said that the “idea of Swedishness and what defines this was our foremost consideration when designing the store.”

Meanwhile Lundman added that “the idea of public space, of being in a gallery, combined with the idea of a classic tailoring shop were early inspirations. I want our visitors to feel a sense of openness and calm when they enter.”

That has resulted in an “open and light-filled space which reference materials from the public realm, with a distinct influence of craft and manufacture.” Lacquered cherry timber panels line the walls with engineered display systems in polished stainless steel to “create rhythm and pace." Transparent glass cabinets sit next to glossy display tables in metallic Falu red.

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