THE NEW SHOWROOM OF NORMANN COPENHAGEN HAVE SOMETHING OF THE 60S ESCENCE
SPACIOUS ELEGANT FULL OF COLOUR, BLUE, PINK ,PURPLE. WOW WHAT A DREAMMY PLACE.
Normann Copenhagen maintains its gallery-inspired showroom concept, and not long after the relaunch of its Copenhagen store, the space has yet again been transformed completely. Under the headline ‘Discovering Spaces’, the showroom presents a new theatrical exhibition that stretches the boundaries of what a furniture store should look like.
In September 2016, Normann Copenhagen relaunched its flagship store and premiered a brand new concept in which furniture and accessories are curated in changing, experimental exhibitions. The originality of Normann Copenhagen's new showroom is underscored by the store's second major exhibition, 'Discovering Spaces', which is open to the public from Friday, March 10.
Revolving around the experience of space and materiality, the exhibition explores new, playful and untraditional ways of staging design. Textures arise in surprising contexts, while winding walkways and rooms within rooms challenge the visitor to curiously explore a colourful and fantastic universe.
Textures and tactility
The focus will be on textures and tactility when Normann Copenhagen opens the doors to its new exhibition. The store's characteristic long entranceway is filled with an undulating display of chairs from the Form furniture range. Various combinations of textiles and legs form an alluring multi-coloured furniture forest, transforming into a catalogue of inspirations for the more than 65,000 potential configurations that the customisable chairs can offer. The exhibition forms a billowing passage, that encourages visitors to snake their way into the showroom.
The largest wall in the showroom has been painted in coloured stripes, with furls of soft, striped carpets growing outwards from its surface. The carpets flow down to the floor inviting visitors to touch them and feel their quality. Multi-coloured fashion by Scandinavian designers extends the colour universe from furniture and accessories, presented against a backdrop of velvet, mirror and terrazzo. In the Instagram-esque pink gallery located down in the basement, the popular Circus pouf has spread out, like a wild, organic growth of over-sized mushrooms.
Rooms within rooms
The playful exchange between what can and cannot be seen, forms a constant theme throughout the exhibition. From bright spotlights to hidden exhibits that are waiting to be discovered and explored. Rough butcher curtains create rooms within rooms, and visitors must force their way through the semi-transparent strips of plastic in order to fully experience all of the exhibition's many spaces. An open gap between the curtains and the floor reveals their intrusion to those on the outside.
The playfulness continues in the huge maze that has overtaken the old cinema auditorium. Visitors move through exhibitions in dark green, blue and violet, with furniture and accessories in tone on tone shades. Unexpected elements await around each corner; from chairs with birds woven in gold thread, to a mirror cabinet and a pompous dead end - these are just some of the wonders hidden within the maze.
Experience the new exhibition at the Normann Copenhagen showroom, Østerbrogade 70, DK-2100 Copenhagen Ø Open Mon-Fri 10 am - 6 pm, Saturday 10 am to 4 pm
CREDIT IMAGES: NORMANN-COPENHAGEN