Press Information
July 2006

Royal Copenhagen's New Flagship Store - The Total Experience of Porcelain at the Heart of the City

Work is starting now on a complete refurbishment of the famous Royal Copenhagen store on Amagertorv. In October the doors will open to reveal a holistic, integrated shop and museum right in the main shopping centre of Copenhagen. The project is designed to involve all the senses through sound, lighting, perfume and touch.

Renewal is the leitmotif in the refurbishment of the Royal Copenhagen flagship store on Amagertorv. The company has owned the property since 1898, and the building itself is one of the oldest in Copenhagen, dating from 1616.

- One of the reasons why we want to renew our main shop is that although our business and our products have their roots in historic craftsmanship and traditions going back 231 years, we want to appeal to a target group of younger Scandinavian consumers. This means our central shop must be given a very thorough face lift, so that it promotes the Royal Copenhagen image and values in modern terms, explains Mai-Britt Tornhøj, marketing manager at Royal Copenhagen and coordinator for the rebuilding project.

The architects responsible for the restructuring are Dorte Mandrup Arkitekter, who won the contest when Royal Copenhagen invited tenders last autumn. The winning project was distinguished by its focus on spaciousness, its sensuality and respect for the requirements of preserving the building, since the façade and front part of the building are totally protected as a listed building. There is a multi-million budget for the restructuring project, which is scheduled in phases, so that there will be no need at any time to close the shop to customers.

Light, flexibility and floors in Royal Copenhagen blue
In the new flagship store the emphasis will be on creating a light, spacious ambience with the unmistakable Royal Copenhagen identity. The entrance will be moved to the centre of the façade, with a window on each side. The staircase and lift will be moved to make the front section lighter and more spacious. There will be openings in the ceilings to reveal the height of two storeys and let in light from above. Visitors will immediately be able to sense the size of the shop, and how many exciting things it contains, waiting to be discovered.

New wooden floors are to be laid. The blue Royal Copenhagen porcelain is world famous with its insignia showing the three wavy lines, symbolising the water surrounding and dividing Denmark. This identifying colour will be incorporated in the floors, which are to be stained and varnished in a deep blue colour with a high sheen to cast back the light. A new sculptural staircase to the upper floors will be placed at the back of the ground floor. And to make optimal use of the five metres up to the ceiling, the left hand side of the ground floor will have a gallery with fittings extending right to the ceiling.

- When customers buy pieces of Royal Copenhagen porcelain, they are at the same time buying pieces of the history of Danish art and design, embodying the traditions of craftsmanship and painting skills developed through the centuries. Its extra value is to be demonstrated tangibly and through perfumes, sounds, and light in our new flagship store, so it will give a holistic, integrated impression of the world of Royal Copenhagen, explains Mai-Britt Tornhøj.

Royal Copenhagen expects to hold the Grand Opening of the new store in October 2006.

Further Information
Contact Anne-Sofie Rehfeld, Public Relations Manager
Tel: +45 3814 9176, mobile +45 2681 1112
Email: aer@royalcopenhagen.com