Design and installation of a new contemporary Women’s department to display and promote a selection of new high-end brands.

Danish Department Store, Magasin du Nord awarded Office Twelve a second project following the award-winning success of their Christmas Windows.

The requirement was a full design and fit out of a new contemporary shop in shop for their womenswear department in flagship store Copenhagen.

The premium department was a new retail offering, focusing on a new post-demographic consumer bringing a number of designer brands yet to be stocked by Magasin into store (Kenzo paris, Alexander wang).

The design covers approximately 150m2 including fitting rooms, a cash desk, feature display and seating areas. All of which had to absorb the Scandinavian heritage of Magasin, and a blend of simplicity fused with modern day femininity.


The shop-in-shop concept evokes modern femininity with cool Scandinavian aesthetics, infused with a touch of vintage.

Adopting Magasin’s established design language of squares, Office Twelve developed a herringbone wood pattern utilising different materials. This resulted in a design language that remained within the Magasin brand and was then exploited throughout the design and delivery process.

The space was designed to be spacious ensuring the customer journey was clear. Using elegant hot spots, subtly staged visual merchandise and open shelving, the design echoes exclusive boutique.

Designer collections are presented against a backdrop of high-quality finishes featuring laser etched branding. Tiered plinths are used to create dynamic displays, using concrete and solid maple for visual merchandising.

The overall result is spacious and sophisticated with every element evoking the premium quality of the department offering.


The contemporary women’s department delivered Magasin du Nord’s vision with a unique recognisable design language.

The new design principles define every moment of the premium in-store experience, down to the smallest detail. Due to the success of department, Magasin rolled out the design to two more of their locations, Aalborg and Aarhus.

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