Last night Georg Jensen, the Danish design house, opened its new London flagship boutique on Mayfair’s Mount Street. The boutique marks another step in the brand’s re-invigoration. Guests attending included Dame Zaha Hadid, DBE, Ilse Crawford and Tom Dixon who all enjoyed an evening of celebration in the new store.

Conceived by Danish interior architect David Thulstrup, the boutique offers a gallery-like environment for the complete Georg Jensen collection. Amongst the iconic Georg Jensen designs, a newly launched premium gold jewellery collection was showcased on the ground floor. Alongside this, watch collections have been infused with new limited run additions as well as rose and yellow gold editions.

Downstairs guests were reminded of Georg Jensen’s impressive heritage dating back over 110 years. Vintage silverware and jewellery was displayed, alongside signature hollowware pieces, silver gifts, silver cutlery as well as the soon to launch silverware collaboration with designer Marc Newson CBE. Over these two floors guests experienced the distinctive Georg Jensen aesthetic, a style that has played an important role in creating what is referred to today as ‘Danish Design’, while earning the house a Danish Royal Warrant.

“The launch of this beautiful store marks a new chapter for Georg Jensen in London, a city that we’ve had a presence in since 1926. With a renewed sense of energy in all our collections, along with the location and interior will provide the ideal backdrop for the many stories that we look forward to telling through our innovative designs” commented David Chu, CEO and Creative Director.

The opening of the new flagship boutique follows closely on the heels of new boutiques in London’s Royal Exchange, Westfield’s luxury retail hub The Village, and concessions within Selfridges Wonder Room and Harrods silverware department – and all adds up to a doubled UK retail footprint of over 3,000 square feet. Internationally 2015 has seen boutique openings in Munich, Oslo, and the innovative concept store, Georg Jensen Hus in Beijing.