Cocooning in Luxury

The renowned luxury Danish jeweler, Georg Jensen, has just restaged its flagship NYC store. The brand experience has been repositioned from "museum quality" to the heritage associated with Danish lifestyle. According to the Financial Times, Jensen’s approach may be a new model for rebranding in a recession, thanks to the company’s twin decisions to alter the store’s aesthetics from those of a “museum” to a “house." This is another great example of the return of "cocooning" as a key trend. Jensen's retailing strategy is considered unique for partnering with other Danish luxury brands who are showcased in the store. It's all about a total Danish style... and lifestyle experience. In the luxury realm, marketers beleive provenance, heritage and storytelling will become increasingly important, particulary as luxury brands begin to stake-out China.

I'll have to check-out the Jensen outpost in the Drake, Chicago to see if they've adopted some of these intriguing retail strategies (and a great excuse to visit an old haunt right next door, The Cape Cod Room, Queen of Restaurant Cocooning).