Arket first Store

The H&M group is set to launch its latest brand, Arket, with a Copenhagen store featuring an all-grey palette inspired by historical archives.

The new lifestyle brand is set inside one of Copenhagen’s historical townhouses, which was home to the headquarters of the Royal Danish Mail.

Interiors have been designed by the company’s creative director Ulrika Bernhardtz, who was previously responsible for store design at & Other Stories and COS.

Arket means “sheet of paper” in Swedish, and the brand is built on three core concepts: archives, archetypes and the market.

The term archive became Bernhardtz’s main point of inspiration, and the designer looked to the layout and organisation of historical record offices.

The store’s archive system sees walls lined with shelves. High tables, modelled on desks, allow customers a place to look at the items they are purchasing, with seating giving them a place to rest.

No structural alterations were made to the space, which Bernhardtz said already had an archive system into its original features.

Arket Copenhagen will open in October.