Sep 15, 2017 | By Daisy Schofield
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Feb 07, 2012
Our favorite Swedish fashion brand, Acne, opened its second Copenhagen flagship store last week. Reminiscent of a futuristic labyrinth, this maze-like retail space in bold red hues is a daring architectural statement, perfectly suited for the forward-thinking fashion brand. With carpets and walls covered entirely in provocative red shades including a red neon rooftop, founder of Acne, Swedish Jonny Johansson explains the aesthetics of the space: ‘When I think of Copenhagen, as a Swede it is all about drugs, sex and naughtiness – dirty, subversive, loose, and fancy free. My first memory of Copenhagen was of it’s red light district – Sweden doesn’t have a red light district so that has always stuck with me. So this store is red red red red and a little dirty.’ Another new thinking retail concept from the rising Scandinavian fashion superstar is born. – Anna Jacobsen
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