A timeless design that is sensitive to its environment

Inspired by the studios of Pablo Picasso, Claude Monet and Henry Matisse, Norm Architects created a true flagship for the jewellery showroom of Dulong. Located on Ny Østergade in Copenhagen’s old town, natural materials such as oak wood, clay, linen and travertine combine seamlessly for an organic palette in the open-plan layout, broken only by a few existing cast-iron columns.

Building on the existing identity of the jewellery brands within the store, which are timeless and exclusive, the interior concept morphed into an interpretation of this. Entering the space is like entering a serene living room, where the soft, welcoming interior is arranged with a curved sofa and round coffee table at its centre, while an amalgamation of natural materials create a sense of warmth. Furthermore, the quality craftsmanship of the jewellery is reflected in the carefully selected choice of finishes and elegantly feminine, balanced tonal palette.

The oak parquet flooring is original, while everything else, including the clay walls by British company Clayworks, have been added. Other materials such as burnished brass, glass and walnut features as material accents across the store’s lighting, as well as bespoke furniture pieces – counters, sideboards, coffee tables, podiums, mirrors and collections of art - that were designed for the space by Norm Architects.

Along the entire back wall of the store, stands a colonnade inspired by the neoclassical architecture of Copenhagen. The repetition of niches between them creates intimate spaces where podiums exhibit individual pieces of jewellery and art-stand, standing on pure travertine. On one of the striking iron sculptures, designer Signe Hytte comments, “we wanted to create something monumental to the store’s delicate and poetic universe by adding a larger iron sculpture with a brutalist feel to it.”

Entrances to more private areas of the store are accessible for clients to try on jewellery, giving one the chance to immerse oneself in the experience. This relevant hybrid space is set to keep refreshing its offerings, so visitors can expect changing exhibitions and social events on the horizon.