The Pile Fleece Program
Owe Gustafson
Total SEK 0
Store opening: Copenhagen
Behind A Day's March A Day's March is officially open for business in Copenhagen. Store No.6 is situated in a building from 1807 on Kronprinsensgade 7.
A Day's March is officially open for business in Copenhagen. Store No.6 is situated in a building from 1807 on Kronprinsensgade 7.
To be able to meet our Danish customers in person we have now opened the doors to our store on Kronprinsensgade 7 in the centre of Copenhagen.
"I'm really happy about opening our Copenhagen store, something we've wanted for quite some time. I love the city and we have experienced a strong interest from Denmark, with a lot of online and social traffic. We have built A Day's March by earning the trust from a conscious and picky customer - a process that is best when we can offer a combination of an online experience with a physical store where it's easier to understand the quality of our garments. So now I'm hoping that many of you will come down to Kronprinsensgade to scrutinize our product" says Marcus Gårdö, CEO.
To keep the identity of the store personal it is designed in-house by Creative Director Pelle Lundquist and visual merchandiser and stylist Daniel Braconier. Daniel is also the store manager at Nytorgsgatan 36 in Stockholm, adding an extra layer of experience to the design. "Over the years I've analysed how our customers behave and what they want from the store visit. This is just as important as the interior and visual merchandising part of retail – it should be easy, fun and exciting to move around a store," he says.
The interior of Store No.6.
You collaborated with Creative Director Pelle Lundquist on this, what did that relationship look like?
- Pelle is both my friend, boss and mentor, this means that we can have a truly honest design process. We don't have to be polite to each other which means that we can discuss and question every decision along the way.
What makes a great interior?
- When the space feels personal and when the connection between a beautiful interior and the purpose feels natural. The "cool" of a space should not come before purpose and identity. I like to implement our DNA into a store design, which comes down to great materials, function and personality.
Douglas fir and Majestic Brown marble.
When it came to designing the Copenhagen store, what did the process look like and what was the overall concept?
- Before designing the store, we spent a lot of time in the space and researched what was already there. We found old beautiful douglas fir floors that have now been renovated. The floors actually became the natural direction of the design since we decided to do all cabinets and furniture in Douglas fir. We added "Majestic Brown" marble and black forging that works well with the old windows with old black metal frames.
Did Copenhagen as a city influence you in any way?
- I'm from Skåne in Sweden and have spent a lot of time in Copenhagen. I also have a long love for Danish furniture design and architecture so to me it's been very special to do this project. Copenhagen is often regarded the capital of design, I guess this adds some extra anxiety to the design process. But the general timelessness of Danish design is something I love. And as it goes very well with the core values of A Day's March, the design process felt very natural.
What do you think is the store's greatest feature?
- The building on Kronprinsensgade 7 was constructed for the Danish Freemasons in 1807. That gives a lot of character to our store, and certainly doesn't hurt. Design-wise I believe the white oiled Douglas fir works perfectly with the Majestic Brown marble and makes a beautiful combination, I would love to do more with these beautiful materials in future projects.
A drawing from 1868 when the building on Kronprinsensgade 7 was taken over by the Association of Craftsmen in Copenhagen.
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Men - Holiday 2020
Maybe in distance, but never at heart. Stay safe and take care of each other this Holiday – let's march into a New Year with the hope of better times ahead.
A Day's March with Elsa Fischer
InterviewsCostume designer Elsa Fischer builds characters with clothes, often through deep research and trust. In our interview series, she shares advice on how to show off your personality through the garments in your wardrobe. We met her on set for her next big project, a play for the Royal Dramatic Theatre in Stockholm.
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