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Georg Jensen’s Flagship Store in Mayfair

Danish design house Georg Jensen launched its flagship store in Mayfair’s Mount Street, London, in October 2015. The brand has, of course, been established in Londonsince 1926. Other boutiques in the city are at Royal Exchange, Westfield’s luxury retail hub The Village, and concessions within Selfridges’ Wonder Room and Harrods’ silverware department.

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Danish design house Georg Jensen launched its flagship store in Mayfair’s Mount Street, London, in October 2015. The brand has, of course, been established in London since 1926. Other boutiques in the city are at Royal Exchange, Westfield’s luxury retail hub The Village, and concessions within Selfridges’ Wonder Room and Harrods’ silverware department.

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The Mount Street two-storey boutique occupies 175 square meters right in the heart of Mayfair, and was designed by interior architect David Thulstrup, who conceived the space as a gallery-like environment for the complete Georg Jensen collection. The use of natural materials, such as marble and warm slatted wood and the clean lines of Scandinavian minimalism, deftly mixed with metallic Art Deco touches, all provide the perfect backdrop for a re-focused and revitalised array of Georg Jensen’s distinctive brand.

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Over the two floors, customers can experience everything that Georg Jensen has to offer, from smaller gifts to statement pieces, all beautifully conceived within the distinctive Georg Jensen aesthetic, a style that has played an important role in creating what is referred to today as ‘Danish Design’, while earning the brand a Danish Royal Warrant.

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Founded in 1904 by master silversmith Georg Jensen, the collections include silverware and flatware, fine jewellery, watches, accessories and a home collection. His style embraced the Art Nouveau lines of the day, injecting them with a distinctive vigour that continues to resonate today, creating stunning home and lifestyle works of art that possess both functionality and beauty.

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Georg Jensen has worked with many designers, such as Grethe Meyer, Helena Rohner, Ilse Crawford, Michael Young and Zaha Hadid.

Hadid’s first collection for the brand was presented at this year’s Baselworld, in Copenhagen, Denmark, in March. Her Lamellae collection is created from sterling silver, and black rhodium set with black diamonds, and launching at retail in September. Their sculptural forms and complex curves reference Hadid’s groundbreaking structural designs.

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“Working with Georg Jensen presented an opportunity to express our ideas in different scales and through different media. Our starting point was the Danish house’s design links to nature. There is an inherent integrity within the organic structural logic found in nature and we often look at the coherence of natural systems when we work to create environments. Our challenge was to translate that into something that can be worn; to reinterpret the rich history and tradition of Georg Jensen’s design approach into something new,” said Zaha Hadid, who died tragically and prematurely on 31st March, 2016.

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For his latest campaign, ‘You Can Never Be Too Much You’, Georg Jensen has used five strong women who defy convention and who are role models. All these women are an inspiration to both men and women: Dominique Crenn, the world’s best female chef from the US, who laughs at the absurdity that there is still something called Best Female Chef instead of just Best Chef; Susanne Bier, the award-winning film director from Denmark, a great inspiration to directors all over the world because of her keen eye for original and modern storytelling; Behnaz Shafiei, the Motocross rider from Iran, who had to fight hard in a country where women are banned from driving motorcycles, to get exclusive permission to ride on off-road circuits, but still not public roads or professional competitions. She aims to represent Iran in an international championship, one day; Sarah Kendall, the award-winning comedian, one of the top names on the international comedy scene who has won some of the most prestigious awards there are; and Cecilia Braekhus, the world champion boxer from Norway, who had to fight hard outside the ring to legalise women’s professional boxing in her native Norway, and is the first woman in the world to hold championship titles with the WBA, WBC, IBF and WBO, all at the same time.

SEEN strongly recommends that you visit Georg Jensen’s beautiful flagship store on Mayfair’s Mount Street; you’ll be immediately caught up with the positive energy that the space and the art works on display transmit.

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www.georgjensen.com

Georg Jensen
89 Mount Street
Mayfair
London
W1K 2SR

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