B&B Italia in Copenaghen

The multi-brand flagship store

On a mission to find an entirely new retail concept, Design Holding, the world’s largest luxury furniture group, established its first showroom featuring all of their premium Italian and Danish heritage design brands—B&B Italia, Maxalto, Azucena, Arclinea, Flos and Louis Poulsen—under one roof. Together, we crafted a multi-brand showroom as a retail destination to be experienced in a creative journey towards defining our vision of the home. By transcending the traditional storefront, we helped to construct a cultural hub inspiring creativity, connections and collaborations.

We drew on our holistic approach, applying branding, customer journeys, digital design, interiors and lighting, as well as the sensitivity required to turn Design Holding’s bold vision into a reality, right down to the smallest detail.

Sigurdur Thorsteinsson

Pushing the potential of design retail, the B&B showroom  seamlessly shifts from physical to digital experiences for numerous audiences, whether design lovers, private clients or industry pros.
Italian luxury meets Scandinavian sensibility on a global scale, incorporating a multicultural consciousness.
The tailor’s room is an area dedicated to exploratory & co-creative work on the materials & finishes. It features a support surface, samples library, the RFID reader and the necessary tools that facilitates the creation, visualization and selection of the materials. Here it is possible to easily digitize the compound mood boards / versioning, archive and share options.

Chris Miller
Creative Director



Situated within a historic building, the showroom is framed by a former Danish naval base in Holmen, where Italian and Danish brands are masterfully mixed in the local architectural context to create an unparalleled destination for design travelers.

About the project

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