Royal Copenhagen’s new flagship store
Royal Copenhagen’s new flagship store: A world of porcelain at the heart of the city.
In December 2006, the doors opened to reveal a holistic, integrated shop and museum right in the main shopping centre of Copenhagen. In April, The Royal Café will be open and a new porcelain universe is ready to receive Danes and tourists alike.
Renewal is the leitmotif in the refurbishment of the Royal Copenhagen flagship store on Amagertorv. The company has owned the property since 1911, and the building itself is one of the oldest in Copenhagen, dating from 1616.
One of the reasons why we wanted to renew our main shop is that although our business and our products have their roots in historic craftsmanship and traditions going back 232 years, we want to appeal to a target group of younger Scandinavian and international consumers. This means our central shop had to be given a very thorough face lift, so that it promotes the Royal Copenhagen image and values in modern terms,” explains Mai-Britt Tornhøj, Vice President Marketing at Royal Copenhagen and coordinator for the project.
The architects responsible for the restructuring are Dorte Mandrup Arkitekter, who won the contest when Royal Copenhagen invited tenders in 2005. The winning project was distinguished by its focus on spaciousness, its sensuality and respect for the requirements of preserving the building, since the façade and front part of the building are totally protected as a listed building. The result is an open and pleasant experience, where the porcelain stands out as pieces
of art in luxurious surroundings.
Experiencing the world of porcelain at The Royal Copenhagen Collection
The second floor of the shop is entirely devoted to The Royal Copenhagen Collection. This clearly demonstrates the continuity from 1775 to the present day. In the museum, strong emphasis is placed on the porcelain experience, information and sensuality. Guests will be invited to try painting the familiar patterns themselves, and to follow the course of history visually in the museum area. There has also been made room for an exclusive cinema area and all of three painters will display the hand-painting techniques every day. The Royal Copenhagen Collection will also accommodate events, and guided tours can be arranged. The opening hours will follow the store’s opening hours and the entrance is free of charge. This places the Royal Copenhagen Collection among the most centrally located and most user-friendly museums in Copenhagen.
The Royal Café
In this unique building, Royal Copenhagen is also opening a new café, which will provide refreshments to visitors to the building and tourists promenading on Strøget. There is direct access to the café through the main gates leading into a calm and closed off courtyard. The café will offer cakes, coffees and lunch and can also be booked for special events throughout the year.
Introducing a new flagship store, an entertaining and interesting museum and a beautiful and welcoming café, the aim is to make this building a vibrant, inviting shop that provides a rich experience and world-class service. It will also pass on Danish history and demonstrate the living traditions of craftsmanship. In this universe, Royal Copenhagen will on the one hand fulfil customers’ wishes and on the other hand surprise and inspire Danes as well as international visitors.