Danish fashion label Ganni has opened a UK store in London's Soho that's been completed with homely, pastel-tone interiors created in collaboration with Stamuli Architecture.
The store opened its doors on Soho's Beak Street this weekend, signalling the first time that UK shoppers are able to "experience the Ganni universe in full" ? until now the brand has exclusively been available online or via high-end fashion boutiques.
It also has 22 branches dotted across Denmark, Norway and Sweden.

The 255 square-metre London branch has been designed collaboratively with Copenhagen studio Stamuli Architecture to loosely resemble the living quarters of Ganni's founders, married couple Ditte and Nicolaj Reffstrup.

"It's been really important for us to create a space that is both inviting and inclusive, where people want to come and hang out," Ditte Reffstrup told Dezeen. "[The store] is much like the way we Danes decorate our homes, full of colour and different surfaces and textures."

Peripheral walls have been painted sky-blue or bubblegum-pink, while a couple of chunky, L-shaped partitions are butter-yellow.
The floor is a similarly clashing mix ? in some areas it's clad with red tiles, while in others it's been covered with navy carpeting or timber boards.

Garments are suspended from simple silver-metal clothing rails that curve at the corners.
Accessories like shoes and handbags are presented on large chests of drawers crafted from recycled plastic...