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By Malene Birger unveils new store concept in London

Lauretta Roberts
07 September 2015

By Malene Birger has unveiled its new store concept in Marylebone High Street, produced in collaboration with Milan’s Dimore Studio.

The London store is the second in the Danish premium womenswear brand’s portfolio to undergo the complete revamp, the first was its flagship store in Copenhagen.

The concept is “a classic take with a modern feel” with a focus on custom built and handcrafted elements. According to Dimore Studio founders Emiliano Salci and Britt Moran, the inspiration for the store came from the idea of an “all-female world”.

“[It is] an environment softened with circular shapes, curved lines, enveloping lights and warm colours, enhanced by the use of leather, that make the selection and the fitting of the product more enjoyable,” said the store’s designers.

By Malene Birger CEO Charlotte Egelund said the new concept was “remarkably different thus very much in line with the brand’s heritage. Our customers are constantly evolving, so must Malene Birger.”

Designer Malene Birger, previously of Day Birger Mikkelsen, founded By Malene Birger in 2003 in collaboration with IC Group. She sold her stake in the company in 2010. The brand is now wholly owned by the IC Group and distributed in more than 40 countries worldwide.

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