Georg Jensen Opens Store on London's New Bond Street
Alongside an exhibition of must-see “Mid-Century Marvels” from its extensive archives.
Danish design brand Georg Jensen has opened the doors to its new store in London, located on New Bond Street.
As expected, the interior design displays the timeless, modernist aesthetic often associated with the Georg Jensen brand, with soft colors used to zone different areas of the space.
The flagship marks the brand’s return to the Mayfair area – it was some 100 years ago that they first established a store in the capital when they shook up the UK’s silverware market with their modernist Danish style.
Reflecting on this period, and the decades that came after, the brand is hosting an exhibition curated by newly appointed creative director Paula Gerbase, which offers visitors a crash course into the midcentury icons created by Georg Jensen from the 1940s to the 1960s.
“We have an incredible wealth of objects that demonstrate how Georg Jensen has consistently been at the forefront of some of the most significant global design movements of the past century, always with a bold and forward-thinking approach,” says creative director Paula Gerbase, adding that her appointment, the new store, and the exhibition reflects the brand’s “new chapter”.
Courtesy Of Georg Jensen
Courtesy Of Georg Jensen
Courtesy Of Georg Jensen
Courtesy Of Georg Jensen
Courtesy Of Georg Jensen
Courtesy Of Georg Jensen
Courtesy Of Georg Jensen
Courtesy Of Georg Jensen
Courtesy Of Georg Jensen
Courtesy Of Georg Jensen
Pieces selected by Gerbase include jewelry from Danish design duo Nanna and Jørgen Ditzel, tableware by Danish architect Arne Jacobsen, and a necklace by jewelry designer Bent Gabrielsen, which is crafted in 18k gold.
Within the store, which spans multiple floors, Gerbase wants there to be space for activations wider than retail. The exhibition itself demonstrates this, but in addition, there will be a rotating program of contemporary Nordic art.
First on the roster is artist Kim Naver, who has previously collaborated with Georg Jensen on silverware products, but will this time be displaying her textiles alongside the Mid-Century Marvels exhibition.
The Georg Jensen Mayfair store is open now, and the exhibition runs until February 16th.
Georg Jensen
108 New Bond Street
London W1S 1EF
