Danish label GANNI is finally coming to the UK, opening its first flagship store in London‘s bustling Soho area.that’s been completed with homely, pastel-tone interiors created in collaboration with Stamuli Architecture.
Not only will the store feature all collections and pieces from the brand, but will also offer three exclusive London styles, only available to the in-store customers.
the brand has exclusively been available online or via high-end fashion boutiques.It also has 22 branches dotted across Denmark, Norway and Sweden.
The 255 square-metre London branch has been designed collaboratively with Copenhagen studio Stamuli Architecture to loosely resemble the living quarters of Ganni’s founders, married couple Ditte and Nicolaj Reffstrup.
“Opening a GANNI store in London is a dream come true, it’s a city that has always had my heart – I’ve been coming to the city for inspiration since I was a teenager. It was my first big city experience, coming from a small town in Northern Denmark, my whole world cracked open,” said creative director Ditte Reffstrup on the opening.
The opening of Ganni’s London store forms part of the brand’s global expansion scheme, which will also see flagships open in New York and Los Angeles in late 2019.
The new retail space also features sustainable elements including unique display podiums made from recycled plastic waste, trays made from pressed fabrics and more.
Decor is provided by a handful of artworks, vintage ceramic pots and striped rugs that are made from upcycled fabric from previous Ganni collections. Brightly-hued stools by Finnish architect Alvar Aalto have also been dotted throughout.
“We don’t have an elitist approach to art, we just instinctively go for what we like,” added Ditte Reffstrup.