The Danish design house Georg Jensen, recently opened its new flagship boutique on Mayfair’s Mount Street, London’s premier retail destination. The prestigious boutique has marked the next important step in the brand’s re-invigoration since its acquisition by Investcorp in 2012.
An impressive space, the new store spans 175 square metres and was conceived by Danish interior architect David Thulstrup and his eponymous design studio. Renowned for focusing on refined design details and rethinking materials out of their conventional form and use, they were the perfect choice for this important project. The gallery-like environment is an idyllic setting for the complete Georg Jensen collection. Within the boutique, natural materials such as marble and warm slatted woods have been used along with the clean lines of Scandinavian minimalism, elegantly combined with metallic Art Deco touches. All of these design elements come together to create a beautiful backdrop for a re-focused and refreshed offering.
On the ground floor a newly launched premium- end gold jewellery collection is showcased. These sculptural pieces, inspired by the designs of Vivianna Torun are set with rubies and emeralds from ethical mining company Gemfields. Amongst the iconic Georg Jensen designs, watch collections have also been infused with new limited run editions as well as rose and yellow gold editions. There is also a new and dedicated men’s offering, which includes leather wallets, pens and belts, plus silver jewelry and writing instruments, completing the ground floor showcase.
Evidence of Georg Jensen’s impressive heritage is all around, especially downstairs where vintage silverware and jewelry are displayed. Signature hollowware pieces, silver gifts, silver cutlery are also on show, reminding customers of over 110 years of talent. Over the two floors customers can experience the full range that Georg Jensen has to offer, from smaller gifts to statement pieces, there is also a private space for VIP browsing.
Each and every Georg Jensen design is beautifully conceived and has the distinctive aesthetic that the brand is now renowned for, a style that has played a significant role in creating what we now know as ‘Danish Design’.
‘The launch of this beautiful store marks a new chapter for Georg Jensen in London, a city that we’ve had a presence in since 1926. With a renewed sense of energy in all our collections, along with the location and interior will provide the ideal backdrop for the many stories that we look forward to telling through our innovative designs.’ David Chu, CEO and Creative Director.
Georg Jensen the master silversmith founded his brand in 1904, and now it is known worldwide for superior craftsmanship and creative collaborations with some of the foremost designers of the past century. Today its collections include silverware and flatware, fine jewelry, watches, accessories and a home collection. Discover the world of Georg Jensen available now at Amara.