Fritz Hansen has opened a showroom designed by Jaime Hayon in Xi'an as part of its ambition to become "the biggest Danish brand in China".
The 1,000-square-metre store is the Danish furniture brand's biggest ever and its first in China. Dario Reicherl, the brand's Asia CEO,  said the store was a statement of its ambitions for the Chinese market.
"[In China] you always need to find a way to be new, never done before ? you need to create an experience," Reicherl told Dezeen. "Through a series of steps, I believe we can be the biggest Danish brand in China in a couple of years." Arched doorways appear throughout the store, creating a "temple"-like aesthetic
Keen to avoid the typical layout of retail stores where products are stacked or arranged in monotonous rows, Hayon instead took a "scenographic" approach to arranging the rooms. Sofas, armchairs, rugs, and coffee tables have been placed in living room-style setups, with leafy potted plants dotted throughout.
Surrounding walls that feature grooved panelling have been painted warm colours like sage green, rose pink, plum purple, and slate blue.
...