Brief

O12 have been working with the Fiskars Group and their portfolio of brands for over two years, as part of this venture O12 have been working closely with Brand Teams on creating brand consistency throughout store initiatives and becoming their retail design partner. Royal Copenhagen worked with renowned local Danish Architect David Thulstrup to create retail concept and toolkit for their flagship store in Denmark. O12 were asked to evolve the toolkit further taking a closer look into finer details such as fixtures and fittings to ensure the concept was brought to life within the space.

Approach

O12’s wanted to tap into the Scandinavian roots of the Royal Copenhagen brand and portray this throughout the store. This approach resulted in a minimalist style with premium materials circulating the space resulting in a harmonious environment. A focus for O12 was to create product displays that encouraged inspiration, dwell time and engagement within the store among key product lines. To achieve this table settings were created to show products in their natural environment of use.

The customer service point and wrapping station was placed at the heart of the store aligned with the customer flow. Further technical detail was carried out by O12 with the fixtures and fittings throughout the store that were derived from the retail toolkit. Careful consideration to lighting was taken to echo the Scandinavian design.

An engagement area was made to allow customers to customise and paint their own crockery. Window displays were designed with flexibility in mind, allowing the Royal Copenhagen team to easily update their windows displays with seasonal campaign backdrops.

Impact

The flagship store design has provided the foundation of further roll out of the concept. Due to its success, this concept has now been launched in locations throughout Asia, such as Shanghai and Beijing where brand consistency has been achieved.

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