Case

CARL HANSEN

& SøN

Aarhus & Copenhagen, DK

Case

CARL HANSEN & SØN

Concept Creation: The Gallery

A CASE STUDY ON DEVELOPING THE RETAIL CONCEPT “THE GALLERY”

In a world where branding and customer experience are paramount, we proudly collaborated with the renowned furniture company Carl Hansen & Søn to develop a new take on their branded space concept, designed to ensure a consistent brand experience across all physical and digital touchpoints. This project was inspired by Carl Hansen & Søn’s exceptional heritage and commitment to quality craftsmanship, culminating in the creation of “The Gallery” – a retail concept for their branded spaces that elevate their furniture to the status of art.

UNDERSTANDING THE BRAND

Our process began with an in-depth analysis of Carl Hansen & Søn’s brand values and identity, comparing their rich heritage and physical retail experience with existing online and printed media. This research was vital to capture the mood, feel, and visuals that resonate with their target audience, ensuring that the new retail experience aligns seamlessly with the brand’s distinguished legacy.

CONCEPT DEVELOPMENT: “THE GALLERY”

The result of our collaboration is “The Gallery,” a retail environment that serves not just as a sales area but as an immersive experience, drawing customers in and inviting them to appreciate the beauty and craftsmanship of Carl Hansen & Søn’s products. The concept has already been successfully implemented at selected dealers, including Illums Bolighus, Thorsen Møbler, and Jacobsen Plus, each space embodying the principles we set out to achieve.

KEY ELEMENTS OF “THE GALLERY”

The design of “The Gallery” features several key elements aimed at enhancing customer engagement and showcasing the brand’s offerings:

  • Dynamic Gallery Shelves: These shelves highlight signature prints and material samples, encouraging interaction and exploration of the products.
  • Versatile Podiums: Designed for adaptability, the podiums can be used in both expansive retail spaces and smaller shop-in-shop concepts, allowing for flexible merchandising.
  • Gallery Chair Wall: A minimalist, inviting structure that encourages customers to experience the comfort and quality of the designs firsthand.
  • Clear Signage: Featuring logo block signs that are both wall-mounted and freestanding, this signage guides customers through the space while reinforcing brand identity.
  • Large-Scale Product Images: Beautifully printed selected product images displayed in minimalist magnetic oak frames serve to enhance the visual storytelling of the brand.
  • Sheer Curtains and Rugs: Act as space dividers while providing a warm, homely feel that resonates with customers and encourages them to envision the products in their own homes.
  • Sculptural Elements: Utilizing wood waste from production, these artistic features add unique character to the space, emphasizing sustainability and creativity.

COMPREHENSIVE GUIDELINES FOR SUCCESS

In addition to the design elements, we provided Carl Hansen & Søn with comprehensive guidelines for furniture matching across various product series, ensuring consistency in presentation. Our space management strategies were also key in creating a harmonious customer flow throughout the branded areas, enhancing the overall shopping experience.

A PROUD PARTNERSHIP

We take immense pride in our partnership with Carl Hansen & Søn, developing a branded space concept that not only honors their illustrious brand values but also elevates the retail experience. “The Gallery” stands as a testament to the power of thoughtful design in creating memorable customer interactions within the field of retail design.

Photo Credit: Bjørn Bertheussen & Monique Engelund