A vision in pastels, Montana’s new showroom is worthy of a Wes Anderson film

Danish design studio Montana has opened a pastel-hued showroom on Copenhagen’s Bredgade Street
Danish design studio Montana has opened a pastel-hued showroom on Copenhagen’s Bredgade Street
(Image credit: press)

Twelve rooms, endless possibilities: this is the motto behind Danish furniture company Montana’s new showroom, just opened on Copenhagen’s Bredgade street alongside the most illustrious design players, ranging from Carl Hansen & Søn to Erik Jørgensen. Eschewing a traditional showroom set-up, the new space – housed in a historical apartment that in the 19th century hosted the likes of author Hans Christian Andersen – is divided between a home and an office, offering a complete panorama of Montana’s products.

The showroom was imagined as a fictional couple’s apartment drenched in pastel colours, inspired by 1950s ice cream parlours. Created in collaboration with interior designer Gitte Kjaer, the apartment’s design is a playful interpretation of the classicist space, and it highlights the products’s versatility – from bedroom to bathroom, bar and living room. Here, Montana storage units are combined with iconic mid-century furniture and art.

Montana’s new apartment-style showroom in Copenhagen

Montana’s new apartment-style showroom in Copenhagen

(Image credit: press)

A further space is developed along a side corridor, and designed by Danish studio Matra Architects with Kjaer as an art gallery’s office. The architecture practice was inspired to create a space that combined the needs of a business with a more creative side, and worked on different areas that include meeting rooms, an open office landscape and a canteen. In this space, the colours are more balanced and subdued, creating a clear shift from the domestic to the office environment.

Montana was founded in 1982 by former Fritz Hansen employee Peter J Lassen, and is now run by his son, Joakim Lassen. The business’ central focus was a flexible storage system (designed by Peter J Lassen and constantly developed into new shapes, colours and uses), and over the years they have also reissued pieces by the likes of Verner Panton and Arne Jacobsen. The new showroom brings the company’s universe to life, giving its customers a glimpse into the infinite range of furnishing possibilities on offer.

Montana storage units are combined with iconic mid-century furniture and art

Montana storage units are combined with iconic mid-century furniture and art

(Image credit: press)

The space is is divided between a home and an office, offering a complete panorama of Montana’s products

The space is is divided between a home and an office, offering a complete panorama of Montana’s products

(Image credit: press)

The palette was inspired by 1950s ice cream parlours

The palette was inspired by 1950s ice cream parlours

(Image credit: press)

INFORMATION

For more information, visit the Montana website

ADDRESS

Bredgade 76
Copenhagen

VIEW GOOGLE MAPS

Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.

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