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Cosmopolitan and relaxed luxe rather than Scandinavian minimalism at J.Lindeberg’s new Illum space

The reopening is a part of the brand’s renewed focus on Scandinavia.

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J.Lindeberg unveils another step in a new direction for the brand as they reopen the store in Illum, Copenhagen this week. A completely new concept store that signifies their process of bringing their sport fashion heritage into the future.

The design is inspired by the flagship store at Biblioteksgatan in Stockholm — designed by Danish architect David Thulstrup. The store holds an interesting mix of materials, such as fiber glass, wood, colorful furniture, metal and mirrors. Inspired by multipurpose spaces and galleries that can be used for activities beyond retail operations. The key is visibility.

— We are working with a new design direction for our global business, with engaging content and inspiring spaces leading in to the JL lifestyle, says Jonas Andersson, CEO.

The result is a cosmopolitan and relaxed luxe rather than Scandinavian minimalism, completely in tune with the brand.


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