Respecting Dinesen's tradition, but with a clear nod to company's future, the showroom has been designed to both highlight the company's much-loved flooring as well as open up new possibilities. 'We wanted to do more than a showroom. We wanted to create an experience,' says Thomas Lykke, who heads OeO with partner Anne-Marie Buemann.
And so they did. The space, occupying two sides of a corner building in the heart of the Danish capital, is split into two distinct areas, each providing a different experience of the product's applications. The first volume, entitled 'Tree of a Kind', is dedicated to Dinesen's more playful, modern side. Planks of different kinds are on display, showcasing both Douglas fir and oak wood.
This is also the home of Dinesen's more experimental ventures. Coloured Dinesen timber for example - using linseed oil to create different hues - is a new path the company has been exploring with impressive results. A striking 15-metre long plank table creates a dramatic accent in the space, underlining one of the brand's most distinguishable trait: the unique length and width of its planks.
The showroom's second branch is named 'Extraordinary by Nature' and focuses on the product's various applications in a space styled as a private apartment. Exuding a sense of traditional elegance, the show flat is contemporary with a nod to the classic; for instance, the colourway has been inspired by 19th century Danish painter Vilhelm Hammershøi.
The space incorporates an office, meeting areas, kitchen and event space, as well as a wine cellar, curated by the same people who look after Noma's wine stocks, no less. Indeed, the experience built around Dinesen's timber is at the heart of this project. 'We wanted people to see and feel the material,' says Lykke. 'It is about detail, refinement and quality.'
Covering a generous 600 m2, the showroom harks back to Dinesen's history, while looking to its future. 'Now we can take the old ideas from my father and grandfather and put them together with new ideas from designers and architects,' says Thomas Dinesen, the company's current co-owner and one of the fourth generation family member to be involved in the business. 'Now we can showcase our stock, so it's not hidden away in the factory. We want to inspire people to use wood.'