Normann Copenhagen's revamped flagship store features completely pink room
Normann Copenhagen has reopened its flagship furniture and homeware store in the Danish capital, where a steel corridor, mirrored walls and a space coloured entirely in pink have all been added.
Described by the brand as "raw and industrial", the shop has been overhauled with a contrasting blend of materials including epoxy resin, steel, coloured acrylic and shimmering terrazzo.
The showroom is divided into four different areas: hall, stage, ballroom and gallery. Each is decorated completely differently so customer can easily identify the zones.
"We want to give visitors the feeling they're moving around in an art installation," said designer Hans Hornemann.
"We've played with the contrast between warm and cold in a contemporary interior environment that pays homage to premises that are very worthy of preservation."
Visitors enter the store though a long steel-clad foyer, named the hall, which is lit by rows of fluorescent lamps.
The brand's Rope sofa stretches across the entire length of the hall with modules in rainbow hues.
The tunnel connects the hall with the grand ballroom, where details from the original building – which was once a cinema – have been restored.
Here, stucco mouldings remain in place, and are painted white to contrast with the emerald green ceiling and oyster grey walls.
On the stage, the Daily Fiction collection of notebooks and small items is presented in a baby-blue area.
In the middle of the room, a metal shaft reveals the all-pink interior of the gallery.
Downstairs in the gallery, Danish artist Nina Holmgren has created a site-specific sound installation based on aquatic noises.
"There's both an enticing femininity and repellent bodily innards about this first edition of the gallery, which is designed to be an unpredictable and transformative space where anything and everything can happen," said the brand.
Normann Copenhagen was launched by Jan Andersen and Poul Madsen 1999. The company has become increasingly responsive to new trends in the design industry.
It became the latest design brand to release flat-pack furniture with its range of self-assembly lounge chairs launched at Milan design week this year, and launched a two-seater version of its Era sofa in 2015 following a market demand for smaller seats.