The concept for the GANNI Floral Street store is similar to the sister store on Beak Street with a welcoming, homely vibe inspired by the family home of GANNI’s founders, husband-and-wife Ditte and Nicolaj Reffstrup.
The interiors are carefully considered, with an eclectic mix of recycled glass tableware from Danish glass artist Nina Nørgaard plus unique vintage furniture pieces from one of Denmark’s most celebrated mid-century modernist designers, Børge Mogensen. Serving as a love letter to the brand’s hometown of Copenhagen, photographs of the Danish capital taken by Serbian photographer and friend of GANNI, Ana Kraš cover the walls.
The Floral St store has been designed with a large focus on responsible elements; from unique display podiums crafted from recycled plastic waste from Smile Plastic to interior trays made from pressed old fabrics, upcycled Artek stools and beautiful rugs made from upcycled leftover GANNI fabrics from previous collections.
Based in Copenhagen and owned and run since 2009 by husband-and-wife team Creative Director Ditte Reffstrup and Founder Nicolaj Reffstrup, GANNI has developed exponentially over recent years with its Scandi 2.0 sense of style full of personality and contrasts.
“With GANNI we wanted to do something different than the typical stereotypes of scandinavian fashion, which when we started were either high-concept Scandi-style or girly-boho. Aiming to create a third alternative, we sought after a more playful and effortless approach to design, that represents how I want to dress and look. Without strict dogmas or rules, but with room for personality, contrasts and experimentation.”
— Ditte Reffstrup, Creative Director, GANNI
The GANNI mission is simple: We fill a gap in the advanced contemporary market for effortless, easy-to-wear pieces that women instinctively reach for, day in, day out. Copenhagen is home and where our heart is. As Danes we were taught to appreciate beautiful aesthetics simply by being brought up surrounded by quality design. It’s a premise we work very seriously with, and we are proud of our Nordic design heritage, but not limited by its traditional minimalist expression.
If you can't get to Covent Garden right now then have no fear, the GANNI team is still here to help you shop their latest collection or if you would rather shop alone that can be arranged.
GANNI offers both virtual and physical 1-2-1 complimentary personal shopping appointments.
To book click here or send an email to firstname.lastname@example.org.