The new store reflects designer Sophie Bille Brahe’s modern style and “displays an eternal affection for classic Danish designs, with a touch of extravaganza,” said the namesake brand.
New York—Sophie Bille Brahe, a brand based in Copenhagen, Denmark, has expanded its presence in the American market as it opens a store in New York City.
The appointment-only location opened on the second floor of 1000 Madison Ave. on Nov. 13.
The Danish fine jeweler chose to move into the U.S. market because of rising demand and potential growth, said the brand.
“I have been dreaming of opening a boutique on Madison Avenue for years,” said Sophie Bille Brahe, founder and creative director of the namesake brand.
“I want to create a modern Scandinavian Palazzo where every detail and design element has a distinct meaning to me and has been meticulously considered to create a unique, curated, and private atmosphere where customers can immerse into my universe.”
Sophie Bille Brahe’s Madison Avenue location showcases her jewelry in montres designed by Rune Bruun Johansen.
The boutique was designed as an extension of the Sophie Bille Brahe universe, with references to the designer’s country, her family and friends, and her travels around the world.
It showcases Bille Brahe’s modern style with a minimalist aesthetic and “displays an eternal affection for classic Danish designs, with a touch of extravaganza,” said the brand.
Wooden Dinesen flooring is seen throughout the store, with montres by Danish furniture designer Rune Bruun Johansen displaying Bille Brahe’s jewelry.
Bille Brahe was inspired by Peggy Guggenheim’s Venice home when choosing the zebra print chair by Mats Theselius that sits in the main space of the store.
Statues by Danish-Icelandic sculptor Bertel Thorvaldsen fill the store, along with a mussel statue by Vita Andersen that references pearls and the designer’s childhood.
The store was designed with a minimalist aesthetic as a tribute to Sophie Bille Brahe’s Danish roots. Seen here is a sculpture by Bertel Thorvaldsen, a Danish-Icelandic sculptor.
The mirrors by Johansen tie to Bille Brahe’s brother’s restaurant, the Apollo Bar in Copenhagen, while the mix of zebra and leopard print fabric on the seating were inspired by the office of her friend’s grandfather.
As clients move through the minimalistic space, they are brought to Bille Brahe’s office in Copenhagen as the chairs and worktable from Poul Kjærholm and the “Star-Crown” lamp by Poul Henningsen reference this space.
The new location tells the story of Sophie Bille Brahe as an extension of her universe, explained the brand. This area references her office in Copenhagen with the worktable and chairs from Poul Kjærholm and a “Star-Crown” lamp by Poul Henningsen.
“Opening a boutique on Madison Avenue is a great milestone for Sophie Bille Brahe. Madison Avenue’s esteemed reputation exemplifies our commitment to quality and craftsmanship, which makes it the perfect setting for our boutique,” said Anne Sofie Møller, CEO of Sophie Bille Brahe.
“We see great growth potential in the U.S. market and cannot wait to invite customers into the world of Sophie Bille Brahe.
To make an appointment to visit the new Madison Avenue location and view Sophie Bille Brahe’s jewelry, visit the brand’s website.
