Danish womenswear brand ROTATE, created in partnership with leading stylists Jeanette Madsen and Thora Valdimars, and part of forward fashion group Birger Christensen Collective, has taken its operations to a new level. ROTATE inaugurated a sleek new flagship store, its very first, in the Danish capital.
The new store is house within the group’s head office which occupies a building from 1910. The Copenhagen-fashion brand had local architect Thibault Allgayer create the store’s interior design, and it’s one which meticulously blends minimalism, visual drama, a whiff of Brutalism, and given ROTATE‘s Scandinavian roots, also functionality. Upon entering the store, shoppers find themselves in an uncluttered, whitewashed space furnished merely with two abstract volumes.
A tiered semi-circular display in shiny metal sits in the middle of the store, opposite a contrasting triangular tiered display in a deep burgundy hue which effortlessly ties in with a newly erected wall with recessed display space. Exposed stone in the window corners and exposed utility pipes add an unexpected raw touch to the polished setting. A corridor, clad in matching glossy burgundy panels, leads to a welcoming oval-shaped lounge at the back of the store.
Walls covered in floor-to-ceiling silver curtains form backdrop for a curved vintage sofa and sleek steel clothing racks. A metal-encased stairwell beckons shoppers to another, more intimate subterranean space. Here, a setting unfolds with floor-to-ceiling silk curtains, and a standalone day bed. In line with ROTATE‘s trajectory towards increased sustainable operations, the interior used recycled materials and, as said, vintage furnishings.
