Ganni’s first London store is a love letter to Danish style
It’s no secret the design and fashion worlds are a little obsessed with Ganni. Born in Copenhagen, the brand has become synonymous with cool-girl dressing, cult Danish pieces and inimitable Scandinavian style. Worn by the region’s coolest creatives and best street style makers and shakers, Ganni is now known world-over as a uniform for the anointed. Now, they’ve opened their first London store.
Drawing on the brand’s famous Danish store aesthetic — plenty of colour, local designer pieces and lots of personality — the London store is a taste of what’s to come. Packed with art, colour and unique shapes, the space is more like a chic apartment than flagship store. But, as creative director Ditte Reffstrup confirms, this was the intention all along.
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“It’s been really important for us to create a space where people want to come and hang out. It had to be both inviting and inclusive. Much like the way we Danes decorate our homes. So we really just took a lot of inspiration from our own family home,” she tells of the design inspiration.
Teaming up with Stamuli Studio, Reffstrup looked to both Danish heritage and sustainable practises to inform the choices, taking a laid-back approach to outfitting the Beak Street store, located in Soho.
“It’s super important to us with every store we open, to ensure we are being more responsible. We’ve worked with some really innovative materials; for example we’ve sourced Smile Plastic display podiums made from recycled plastics so we can support businesses that are trying to make more responsible choices,” she continues, telling of how the eclectic artwork in the store came to be.
“Copenhagen girls tend to not overthink their style. They play around with colours and fabrics and patterns and mix things together. I always go with my gut when dressing and I think that is a real Copenhagen approach to style — you pick what makes you feel good, much like the artwork in the store; we didn’t take an elitist approach, we just instinctively went for what we liked.”
The result is inherently considered, overwhelmingly on-brand and acutely aware of the power of colour. We can only imagine the hit that vividly hued terrazzo tables, candy pink walls and rattan accents will be on Instagram.
But the store isn’t just a pretty face. In going with Ganni’s commitment to sustainable practices, the brand has launched a take-back clothes scheme at the new London location. Partnering with I:CO, customers will be able to return any garment — it doesn’t have to be Ganni — to be reused and recycled. The London store is the first outside of Denmark to implement the scheme.
“The take-back scheme is one of more than 30 sustainable initiatives we’ve launched in recent years that aims to create awareness among our community. Some deal with large-scale supply chain challenges, like tracking and mapping our carbon footprint since [2016] while others are smaller, like vegetarian lunches and 100 per cent renewable energy in our stores and offices. We know it’s just a small part of it all and we’re far from perfect, but we hope with every store we can do more to reduce our impact on the environment,” Reffstrup explains.
Ready, set, shop?