2 | GeorG JenSen | <strong>The</strong> <strong>Scandinavian</strong> <strong>luxury</strong> <strong>lifeSTyle</strong> <strong>STore</strong> | 2009 Welcome to the <strong>Georg</strong> <strong>Jensen</strong> Danish Luxury Lifestyle Home in a world where consumers have every opportunity to do the dreary and boring daily shopping online the motivation for visiting real life stores falls rapidly. Shopping is something we do for fun, for inspiration and for interaction with other people - not because we need to. When going shopping we want to be entertained. We want new input, advice and guidance. We demand to be recognized as individuals, feel pampered and relaxed at the same time. Going shopping is an adventure allowing us time to escape our everyday lives. To meet this new challenge <strong>Georg</strong> <strong>Jensen</strong> has started a journey where we want to change the mindset of how we welcome you - our customers. We have developed a complete new way of presenting our products to our customers. Welcome to the new <strong>Georg</strong> <strong>Jensen</strong>’s store: <strong>The</strong> danish <strong>luxury</strong> lifestyle home. To make the dream about the <strong>Scandinavian</strong> <strong>luxury</strong> lifestyle home come true we soon realised that it would be a great idea to partner up with other major <strong>Scandinavian</strong> design brands such as fritz hansen, dinesen, Kjærholm, Gubi, Kasthall, Bang & olufsen, royal copenhagen etc. who have supplied interior design and furniture to our stores. in this brochure, you will find the details of these companies should you be interested in learning more about their products or find out where you can buy them. no other <strong>luxury</strong> brand has gathered so many other high end brands into it’s concept. it is state of the art design and quality. it is a tribute to the unique informal danish way of living and it is designed to create an aspirational, entertaining store experience. <strong>The</strong> store concept is created by the london based architect Mark Pinney, Mark Pinney associates, who almost all his life has been in love with the great danish designers. Mark Pinney has in his store design made very clear references to danish architecture and design, particularly the work of alvar aalto, arne Jacobsen, vilhelm Wohlert and Poul Kjaerholm. So far the new <strong>Georg</strong> <strong>Jensen</strong> store concept has been launched on four different continents. Globally we now have eight new stores: two in Taipei, Taiwan, two in australia - victoria and doncaster, one in copenhagen airport and two in the uS - Madison avenue in new york and Bal harbour in florida. as much as these are <strong>Georg</strong> <strong>Jensen</strong> stores, the <strong>Georg</strong> <strong>Jensen</strong> <strong>Scandinavian</strong> <strong>luxury</strong> lifestyle homes will present themselves as showcases for danish design. <strong>The</strong> biggest of our new stores and probably also the largest <strong>luxury</strong> store in any airport, is in copenhagen airport where more than 200 square meters at the absolute superior location will be setting the frame for a true showcase of <strong>Scandinavian</strong> <strong>luxury</strong> lifestyle. <strong>The</strong> new store is on two floors and will embrace all the ingredients of a normal home including a sitting area, dining area, study and kitchen, all which form the environment for the extensive <strong>Georg</strong> <strong>Jensen</strong> <strong>luxury</strong> product assortment. an element of nature is brought into the home in the form of a courtyard garden which sits between the veranda and the ‘kitchen area and introduces a contemplative calm to the interior. <strong>The</strong> same atmosphere can be found in our new store on Madison avenue in new york, one of the most prominent locations in the world. i look forward to welcoming you in our <strong>Georg</strong> <strong>Jensen</strong> store soon again - the only <strong>Scandinavian</strong> <strong>luxury</strong> lifestyle store in the world. Welcome, Ulrik Garde Due ceo, <strong>Georg</strong> <strong>Jensen</strong>