BESTSELLER is taking a new step and is now opening a two-story fashion store in its own name on the corner of Frederiksberggade and Gammeltorv in Copenhagen. The location on one of the capital's oldest squares – in one of the most prominent and eye-catching buildings at the transition from Gammeltorv to Strøget – fulfills the desire for a remarkable entrance in the Danish capital.

"The opening has been long-awaited and many years in the making, but the result is worth it all, because we have a large and beautiful store that we can be very proud of. In the store, our customers will be presented with the best styles from all BESTSELLER's women's and men's brands, which complement each other even better by being brought together under one roof and placed among each other in the store's very beautiful setting," says Louise Ejersbo Jensen, Retail Manager at BESTSELLER.

She will use the space, which is spread over two floors, to also sell products from lifestyle brands in shoes, jewelry, and home accessories.

Only the facade remains

Preparations for the opening date back to 2019, when an extensive and comprehensive renovation of the property was initiated with a view to creating a modern retail and office building in the old building from 1899. The desire has been to create a modern interior, but to bring the building's exterior back to its original expression from 1900s Copenhagen.

"The high ambitions were stated from the start, and our own ambitions have been sharpened during the collaboration on the development of the property. The result is a complete transformation and a comprehensive renovation, where long-term sustainable solutions have been created that will add value to the city for many decades to come," says Morten Ulf Jørgensen, Architect MAA and Co-founding partner at DesignGroup Architects.

During the six-year renovation, everything inside the property has been torn down, and in principle a completely new building has been built behind the old, listed facade, which has been braced by a massive external steel structure along the way. The original window design has been recreated using old drawings and pictures from the Copenhagen Museum, and the building's gables and iconic copper tower have been carefully dismantled and restored with a gilded spire.

A much-needed boost

The new BESTSELLER store is built around a single, striking concrete column and a staircase in stainless steel and marble, which connects the store's two floors.

"The idea of a single column came from the developer himself, and for us as architects, it has been the biggest challenge. The construction has not been seen carried out in many other places, and developing an aesthetic around a technically complicated solution has required a completely unique architectural approach. We are incredibly proud of the result, and we are grateful to have been entrusted with the task of giving the property on Gammeltorv a much-needed upgrade," says Morten Ulf Jørgensen.

In connection with the renovation, archaeologists from the Copenhagen Museum found traces of a moat from before Bishop Absalon's time. This has provided new knowledge about Copenhagen's early histories, but has also contributed to delaying the opening of BESTSELLER's new flagship store, which will be celebrated throughout week 48.