copenhagen: acne store opening

© acne - a luscious red retail environment

a dirty mind is a joy forever, oscar wilde once said. hailing from neighbouring sweden, acne's creative director jonny johansson's earliest memories of the danish capital are all related to its tolerant drugs climate and last but not least its notorious red light district. so, many years later johansson delights copenhagen with a second acne boutique that's inspired by these indelible impressions. similar to the boutique that was launched last january in paris, the store boasts a minimalist art gallery-like interior, but here it's boldly infused with gradations of ruby. the store frontage intentionally channels the experience of a local peep show with its windows blocked out to only reveal shoppers at head height. the velvet red carpet softens the vibe and adds a warm kind of intimacy to the striking retail space. location: pilestræde 40a [indre by].

© acne - we envisage skyrocketing sales here...