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Brief Published: 12 Aug 2011

Wood Wood Flagship


Nicely timed to arrive for last week’s launch of Copenhagen Fashion Week, the opening of avant-garde Danish lifestyle brand Wood Wood’s new Copenhagen flagship - a neat reinvention of its original store just a few streets away – offers a masterclass in modular visual merchandising.

Created by co-founder Karl-Oskar Olsen who, as luck would have it, also boasts an interior design degree within his creative repertoire, virtually all the fixtures and fittings (largely based around wooden or metal partition walls, tables and racks) have been designed to be moved and/or reconfigured in order to change the shape of the store in the blink of an eye.

Sit all that against a showroom-style backdrop of pristine white walls and concrete floors and the spacious upgrade is complete, ideal for a brand whose approach to retail and design (“Wood Wood is a way of life – it’s not about anything special,” say the founders) is exceptionally fluid.

For more on this kind of versatile creativity look out for our Retail report The Makeshift Mentality, at the end of the month.

Wood Wood