Luxury outerwear brand Norwegian Rain have chosen London's St James's as their first location outside of Norway. The brand's home away from home, situated at the base of BAFTA house, follows a wave of steady international growth, and aims to bring the brand's sartorial take on rainwear (with Japanese sensibility and fabrics) more readily to an expanding UK consumer-base.
Keeping Norway firmly at the heart of their international expansion, Norwegian Rain have inaugurated their new store with a furniture exhibition-cum-sale from Oslo-based vintage dealership Modern Tribute, along with a seperate collection of tailored items from Norwegian Rain designer T-Michael Bergen. The collaboration follows a successful joint pop-up earlier in the year at H. Lorenzo's store on Sunset Boulevard, Los Angeles.
Modern Tribute owner Eric Beugnet was keen on another London-based partnership with the clothing brand. He explains, 'the new Norwegian Rain outpost at 193 Piccadilly offers a prime location for Modern Tribute to present its collection to London's savvy collectors of mid-century design, as well as local designers and decorators.'
With eye-catching table lamps from Holm Sørensen, a rare armchair by Philip Arctander and copper hang lamps from TR&CO, the store is a treasure trove of Scandinavian classics. These key pieces add splashes of colour to the otherwise understated, tailored coats that impress in a cloudy palette of greys, browns and blues.
With the unseasonable rainstorms that continue to darken London's unreliable skies this June, Norwegian Rain's opening couldn't have come at a better time – we predict ringing tills all summer long.
For more information, visit Modern Tribute's website
Photography: Bent René Synnevaag, Norway
St. James’s London
London W1J 9EU
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Elly Parsons is the Digital Editor of Wallpaper*, where she oversees Wallpaper.com and its social platforms. She has been with the brand since 2015 in various roles, spending time as digital writer – specialising in art, technology and contemporary culture – and as deputy digital editor. She was shortlisted for a PPA Award in 2017, has written extensively for many publications, and has contributed to three books. She is a guest lecturer in digital journalism at Goldsmiths University, London, where she also holds a masters degree in creative writing. Now, her main areas of expertise include content strategy, audience engagement, and social media.
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