Club Monaco at Noma, Copenhagen Club Monaco at Noma, Copenhagen
Club Monaco at Noma, Copenhagen Club Monaco at Noma, Copenhagen
Club Monaco at Noma, Copenhagen Club Monaco at Noma, Copenhagen
Club Monaco at Noma, Copenhagen Club Monaco at Noma, Copenhagen

High-end Space-squatting

06 : 03 : 2015 Club Monaco : Noma : Symbiotic Branding

Copenhagen – Club Monaco has taken advantage of a rare opportunity to set up shop inside one of the world’s greatest restaurants.

  • Pop-ups added an estimated £2.1bn (€2.9bn, $3.2bn) to the UK economy in 2014
  • Club Monaco is leading the way in Denmark's burgeoning pop-up market 

Noma, the two Michelin-starred creation of renowned chef René Redzepi, will be home to the Canadian lifestyle brand until 13 March. The restaurant had been empty since the Noma team travelled to Tokyo on a joint venture with the Mandarin Oriental Hotel group, leaving the space free for a spot of high-end Space-squatting. Inside the wind-battered facade, Club Monaco has created CM at Noma, a warm, earthy space that respects Noma’s own design direction. Exposed wooden beams, stonewashed white bricks and a muted colour palette provide the perfect environment for its mix of clothing, ceramics, scents and homewares. Shoppers can take a well-earned break with the help of Koppi’s specialist coffee bar and, for the adventurous, a wine bar by Ved Stranden.

The Big Picture: Think about creating aspirational partnerships to expand your consumer base through Symbiotic Branding.

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