In the pink at Normann Copenhagen

Normann Copenhagen's dramatic new Danish design showroom is soooo pretty in pink

BY SOPHIE DAVIES

2017's colour trend competition is already hotting up, with Pantone plumping for Greenery as their Color of the Year, and DesignFizz and other interiors experts predicting moody blues will reign. Danish design brand Normann Copenhagen shows there is a third way, picking wall-to-wall pink for their new Copenhagen showroom Gallery space. Following on from fashion trends, it's proof that pale, barely there nudes, beautiful blush hues, romantic rose, feisty fuchsia and hot pink can command attention, from monochrome-styled spaces to eye-catching furniture and accessories. 

ABOVE: Pink power rules in Normann Copenhagen's new Gallery space, below their flagship showroom in the Danish capital, taking over walls, floors and even the ceiling
ABOVE RIGHT: The brand's gorgeous 'Geo' storage jars by Nicholai Wiig Hansen include Blush hues
BELOW: Plush velvety pink-carpeted stairs lead down to the subterranean Gallery

Enter the recently revamped flagship showroom at Osterbrogade 70 and the ground-floor, set in an old cinema, is a vision of glamorous modernity, with a raw, industrial feel.  Oyster-grey walls meet a neutral palette of epoxy, brushed steel, terrazzo, reflective glass and glossy acrylic, with areas divided into a Hall, Stage and Ballroom. So far, so appealingly normal. In a twist worthy of Alice in Wonderland, though, a metal shaft leads from the middle of the showroom down into the lower Gallery space, and that's where the colour comes in. Cue 'pure pink pandemonium'.

ABOVE: A row of steel 'Cap' table lamps in Blush, by German duo KaschKasch, perch on pink plinths in the Gallery; Curated fashion items are displayed in a clear box; Tone-on-tone styling brings a blush to the cheeks of the 'Swell' armchair by Jonas Wagell

Plush pink carpet covers the stairs descending to the subterranean zone. A nude 'Swell' sofa stands in pride of place, surrounded by a pink harem of chairs and lights, perched on pink podiums and flanked by rosy columns. The effect is intended to be both beguilingly feminine and borderline disturbing, channeling the look and feel of a fleshy organism or bodily innards. A site-specific installation by Danish artist Nina Holmgren, entitled 'Fresh fools in a pool of pink salty tears' and including aquatic sounds and story fragments, adds more pink attitude, along with her curated playlists.

'We wanted to give visitors the feeling they're moving around in an art installation,' says Danish designer Hans Hornemann, who developed the concept of the new showroom alongside brand manager Britt Bonnesen. 'We've played with the contrast between warm and cold in a contemporary interior environment.' The Gallery aims to offer an experimental, artistic universe, that will host changing, transformative concepts.

ABOVE: Pink shopping opportunities at Normann Copenhagen include the 'Flip' mirror in Blush, extra large 'Nyhavn' vase in Plum, 'Nic Nac Organiser 2' container in Light Pink, 'Geo' vacuum jug in White, and small 'Circus' pouf in Blush velour
BELOW: Stairway from the pink Gallery back up to the neutral-hued main showroom, including pink floors and ceiling

Normann Copenhagen's showroom makeover was unveiled in late 2016, and will continue to evolve, with new looks coming to the Gallery. If you're passionate about on-trend pink you can shop the look, with a bunch of pink-hued products available from the creative Danish brand, including kitchen kit, desk storage, mirrors and poufs. And if wall-to-wall pink feels like overkill in your home, aim for a painted feature wall and accent details instead. 'With the right nuances and styling, pink can be very exclusive, classic and sophisticated,' says Bonnesen. 
normann-copenhagen.com

Normann Copenhagen's showroom is at Osterbrogade 70, Copenhagen, Denmark or shop the range online