Dinesen’s showroom | OeO

OeO Studio, with offices in Copenhagen and Japan, has worked closely with Dinesen on the showroom design concept. The new space is divided into two experiences that bring to life the new Dinesen collections. “Tree of a Kind” offers a creative and playful experience, while “Extraordinary by Nature” is more grand and exclusive. “Tree of a Kind” will retain the raw and authentic structure of the showroom’s 19th century building. The OeO design team have created a raw, playful space, which presents a creative take on the use of Dinesen products with planks on display in a variety of dimensions and expressions. The main gallery room features both a monumental wooden structure that plays with light and shadow as well as a reception area inspired by the new coffee culture found in the streets of Tokyo. A dramatic 15-metre long plank table is another focal point of the space. “Extraordinary by Nature” takes the iconic Dinesen long and wide wooden planks to a new level. The space has been designed to feel like a private apartment complete with a ballroom, dining area, library, custom-made show- kitchen and wine cellar. The colour tones of the walls and the overall mood are inspired by Danish painter and master of light, Vilhelm Hammershøi (1864-1916).
The two experiences and the essence of Dinesen are emphasised throughout by many bespoke details such as handcrafted wooden furniture and structures, designed especially for the showroom by OeO. “Our goal has been to create an inspiring new showroom that allows visitors to immerse themselves fully in the world of Dinesen. The company offers much more than perfect, immaculate flooring and we wanted to inspire people to think in new and different ways,” says Thomas Lykke of OeO. “When it comes to floors, Dinesen is one of the world’s leading brands. You can really sense their deep passion for wood in each and every floorboard from their workshop,” adds Lykke.