Rotate Opens First Flagship Store In The Heart Of Copenhagen

Danish fashion brand, ROTATE opens it’s first Flagship Store in the heart of the brand’s home city, Copenhagen. 

The store opening follows the brand’s 5th anniversary celebration in 2023, as a natural steppingstone in the growth of the renowned womenswear label. 

The store represents a tangible experience of the strong values that ROTATE has forged over the years, creating a destination in which to meet and celebrate the brand’s community in an all-encompassing environment.

‘ROTATE is a brand with a beating heart and unique DNA. We have had a strong sense of the world that our brand has existed in for so many years, that the opening of the store is an organic progression. We are thrilled to host our loyal community, and offer a space where they can feel at home, engaged and excited in our hometown of Copenhagen’ Jeanette Madsen and Thora Validmars, Creative Directors, ROTATE

Designed by renowned interior architect, Thibaut Allgayer, the ROTATE store is an immersive space that welcomes those that enter into the core DNA of the brand. 

Glamour and drama are felt through the stark series of juxtapositions, where raw meets refined and works harmoniously to create an inviting experience.

The store leans into the existing facade of it’s building, Kristen Bernikows Gade 6, which homes the Birger Christensen Collective head office, reflecting the story of ROTATE; a brand born from heritage but with modernity at its heart. 

The intricate exterior of the building meets the contemporary, clean store windows, offering a glimpse into the ROTATE Maison, before even stepping inside.

Thoughtful architectural techniques are employed throughout the store, including free-standing walls, room dividers, ceiling-to-floor draped curtains and bespoke furniture to create a flexible and versatile space. 

On entry into the space, customers are invited into an open area featuring a rotating circular counter that catches the discerning eye, and chunky steps that double as both a display unit and a place for lounging. 

As customers move through the rich burgundy lacquered corridor, they pass the store’s fitting rooms, equipped with kaleidoscopic mirrors, inviting curiosity, reflection and engagement. Hidden at the rear of the store, is an intimate and plush oval-shaped room; a respite from the futurism of the store’s foremost areas. The cream- toned space offers comfort and softness, featuring a long, curved, vintage sofa, ethereal silvery curtains and voluptuous rounded display racks. As the customer progresses through the store, they are drawn to a custom- made brushed steel and granite staircase, following a glistening bespoke chandelier down to an intimate carpeted room, where silk curtained walls and a stand-alone day bed feature, all in an inviting soft green hue.

Feminine elements are met with blunt minimalism in all respects of the store, encouraging a sensual response from those that visit. 

Delicate textiles are seen next to the organic wooden & sharp chrome fixtures, and electric strobe lighting, whilst colours are simple but striking, always allowing the garments to stand out. 

From start to finish, style does not overpower substance, with dedication to sourcing low impact materials, reflecting the brand’s commitment to responsibility.

‘The ROTATE store answers the call for what the retail experience needs to be today; a spatial translation of the brand’s values and a destination for it’s community. Reflecting the deep importance of sustainability and adaptability of the brand, the space is agile and flexible. The store features a series of freestanding architectural elements, creating harmonious rooms that can be reinterpreted as needed.’ Thibaut Allgayer, Interior Architect

The ROTATE Flagship store will welcome guests from Monday 5th August 2024 at Kristen Bernikows Gade 6, 1105, Copenhagen C.