Take a first look inside Samsøe Samsøe’s New Stockholm Flagship

Danish brand Samsøe Samsøe has found a new home in Stockholm by way of an expansive flagship store, which opened its doors earlier this week. Located in the iconic square of Norrmalmstorg, the store is a reflection of the brand’s recent direction: effortlessly pleasing and undeniably Danish.

Planting a flag at Norrmalmstorg is, in an of itself, a statement. Samsøe Samsøe is playing with the big dogs, sitting comfortably among its neighbours – BLK DNM, Rodebjer, Filippa K – a stone’s throw from the Acne flagship. When you look at the brand’s previous Stockholm retail space – an unfussy women’s store on Biblioteksgatan, it’s evident how far Samsøe Samsøe has come in recent seasons.

Related: Samsøe Samsøe usher in new beginnings with power suits, sequins and eccentric prints

“We’re super happy to finally have a true flagship store in Stockholm,” Peter Sextus, CEO of Samsøe Samsøe, tells me. “My initial through when seeing the store is that it might be one of the most beautiful retail spaces we have built… So far.”

Designed by Danish architect Morten Hedegaard – the man responsible for all of the brand’s recent retail outposts – the new store is 110 square metres of deliciously modern minimalism. Accents, including the clothing rails, have been designed in collaboration with Toke Lauridsen (whose Adam stool you may recognise from many a Scandinavian influencer’s Instagram). The changing room curtains, which are fashioned from recycled wool, come courtesy of Danish textile design house Kvadrat.

“It truly gives a feeling of the brands heritage, as well as the future,” says Sextus. “We look back at our Danish heritage, but try to get inspired but the current times we live in.” As Sextus notes, the store’s “raw, minimal” aesthetic is broadly Scandinavian. Swedish, even.

Sustainability takes centre stage throughout the space. Glass display tables are fashioned from recycled shattered glass and the ceramic floor – a standout detail that appears plucked from a far-off vacation home – are made from discarded tiles and stones. Meanwhile, other items have been repurposed from within the Samsøe Samsøe universe. The Verner Panton mirrors (yet another quintessential Danish design moment) once stood in the brands European showroom and the steel counter once stood in one of the brand’s first ever retail spaces.

Blood orange accents and Douglass wood bring warmth to the otherwise stark interior. It is a remarkably pleasing space, not unlike a well-curated Copenhagen apartment of some fancy creative person. As a Stockholm dweller who is not unfamiliar with retail shopping at Norrmalmstorg, I welcome this lovely addition to the neighbourhood.

Samsøe Samsøe’s new flagship is open now at Smålandsgatan 20.