By Malene Birger opens London concept store

By

Cajsa Lykke Carlson

Published
Sep 23, 2015

By Malene Birger, the Danish fashion brand, has reopened its London flagship store in Marylebone after a complete revamp.

Together with Milan's Dimore Studios, which was founded by Emiliano Salci and Britt Moran, the store was given a new look to fit with the company's visual language and its expansion strategy.

“With an impeccable aesthetic eye and an extreme focus on details, Dimore Studio turned out to be the perfect match for By Malene Birger. The new concept is going to be remarkably different thus still very much in line with the brand’s heritage. Our customers are constantly developing, so must By Malene Birger and we are thrilled to take this journey with Emiliano Salci and Britt Moran”, says By Malene Birger’s Chief Executive Officer Charlotte Egelund.

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This is the second By Malene Birger store to get a revamp. The London flagship was given a "classic take with a modern feel."

“The inspiration for the new By Malene Birger store concept came from the idea of an all-female world” according to Emiliano Salci and Britt Moran – “especially in terms of shape and colors. An environment softened with circular shapes, curved lines, enveloping lights and warm colors enhanced by the use of leather” add the designers of Dimore Studio – “that makes the selection and the fitting of the product enjoyable.”