Welcome to the very first Vipp flagship store
On the 1st of December 2011 the very first Vipp flagship store officially moved in to number 34 in Ny Østergade in the centre of Copenhagen.
Take the opportunity to go behind the scenes and see how a complex project developed into an exciting and innovative new store that we like to call ‘the genuine Vipp experience’. Explore the time-lapse video tracking the progress of the build from start to finish.
Jette Egelund, owner of Vipp :
“From the 1st of December 2011, I am embarking on a new path in my career. I will be the store manager in the first Vipp store. My career path has been quite diverse; before I took over Vipp after my father’s dead, I was employed as a social worker. Then I became a metal worker in my father’s old factory in my childhood home, learning all the aspects of metal work. After outsourcing the production my task was to build the Vipp brand together with my son who has studied business and my daughter who is a graphic designer. And from December 1st I will be running my own store. This is the first retail experience for Vipp, and I cannot wait to meet the customers face to face and present the Vipp collection.”
Morten Bo Jensen, Chief Designer in Vipp on developing the new Vipp store :
“The ‘keep it simple philosophy’ used in the development of Vipp products was an important mantra in the store design. We decided to strip the space completely to get a sense of the room to create an open plan layout letting in the light and opening up the room all the way to the back wall. Developing the new in-store architecture was also a process of stripping down all redundancy and cutting to the bone. As a result we integrated all storage within the new walls to obtain the optimal use of the floor space. Like the original Vipp bin the store design is to a high extent rooted in function from which stems the aesthetics”.
“Our core business is industrial design and it has been a strategic choice to place our key focus areas such as the design, graphics, merchandising and communication department in-house. With a strong idea on what constitutes Vipp design DNA, it was an evident choice to make the store design concept in-house. Our aim has been to reflect this DNA in the store experience. Throughout the design process of the store, which has taken more than one year, we have had a clear vision of its outcome. The space has not been subject to experiments in opposite directions. On the contrary our whole team worked towards the same vision. The result is an open plan layout store where you can experience the whole room at an instance. Yet small islands are created to give inspiration to your kitchen or bathroom."
“Rather than offering individual products, Vipp is a design concept. So being able to communicate this concept in our own Vipp store is a means to convey the true Vipp experience where good design is rooted in function and connected through subtle details”.
