The Stockholm flagship store of Swedish luxury sportswear brand J. Lindeberg has been remodelled to fit the brand’s new profile and design direction under creative director Jen Werner. Developed by acclaimed Danish designer and architect David Thulstrup, the space marks a departure from the minimal aesthetic of the brand’s stores, and serves as the backbone for future J. Lindeberg retail concepts worldwide.
The reimagined retail space honors the brand’s rich heritage and dynamic fashion history, while displaying its modern take on luxurious sportswear and new design direction. The past-meets-future concept is reflected, most prominently, through the store interior. Studio David Thulstrup has conceived a fresh design solution with a distinctive layout to portray the store’s new identity. The flexible and multi-purpose space features polished concrete floors and fiberglass panels that divide and frame a series of gallery-like rooms, designed to emphasize experience. Inspired by the iconic J. Lindeberg bridge logo, the retail space is a geometric play on curves and straight lines, with partitions, colorful surfaces and repetitive graphic elements channeling a 1970s aesthetic, while creating an overall forward-looking luxurious ambience.
Designed for maximum visual impact, the store is completed with a neutral color palette of off-whites and greys contrasted against multiple panels in J. Lindeberg’s signature pale-yellow, which, combined with the warm-toned platan wood dividers and Elyseé flock-textured walls, bring a splash of color and warmth to the store. Steel accents give the space a new, relaxed luxury, adding a sporty, techy feel while maintaining the refined aesthetic of the brand. The Stockholm flagship marks the beginning of the redefinition of the J. Lindeberg retail aesthetic, the first interpretation of what Jen Werner’s transformative design direction might mean for the brand’s physical spaces.