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Now Open: Georg Jensen Soothes Economy-Frazzled Senses on Madison Ave

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[Image via WWD]

The most startling thing about WWD's article on the renovated Georg Jensen flagship at 687 Madison Avenue is the fact that it doesn't once mention the economy. "We are a luxury Scandinavian lifestyle brand,” the Danish company's president tells the magazine, apparently having forgotten that nobody's saying the l-word.

Actually, it's almost a relief to read some non-dire retail news, and the photos of the store are equally calming. The sleek, modernist space looks like a Scandinavian sauna—lots of gentle browns and greens. All of the furniture is Danish, and it's laid out like a home, with a living room and a kitchen where shoppers can lean on a counter and drink champagne or coffee. It's hard to say whether any of this will translate to sales, but it should certainly create a relaxing window-shopping experience.
· Georg Jensen's New Home [WWD, subscription req'd]
· Georg Jensen Delivers the Seafood Platter [Racked]