Inside GANNI's new Beak Street Store

London's appetite for Scandi brand GANNI has finally been rewarded with a 2750 sq foot brick-and-mortar store, which has opened in Soho's Beak Street as of 16 August 2019. It is the first time that Londoners are able to experience the brand in full on home soil, and to celebrate the store is stocking three exclusive London styles.

The store itself is a ice-cream coloured cocoon of cool, featuring exclusive artwork from female artists Emma Kohlmann, Monica Kim Garza and paper-mâché sculpturist Misaki Kawai.

Founded in 2000 by a husband-and-wife duo Ditte Reffstrup and Nicolaj Reffstrup (and then re-launched in 2009), the brand challenges the notion that Danish style is all about mid-century angles, neutrals and minimalism. It has fast-become one of the most popular mid-range brands on the market, recently being named one of the most popular brands of 2018.

'Opening a GANNI store in London is a dream come true, it’s a city that has always had my heart - I’ve been coming to the city for inspiration since I was a teenager. It was my first big city experience, coming from a small town in Northern Denmark, my whole world cracked open. There’s nothing like people-watching in London and I’ve always been in love with the Britpop culture. It’s always been our mission to create a Copenhagen-based brand with global ambi- tions and share our Scandi 2.0 sense of style with the world. Now with GANNI Beak Street, it feels like it’s all starting to happen,' says Creative Director Ditte Reffstrup.

Address: GANNI 36 Beak Street, W1F 9RF

Browse the website here