Twelve rooms, endless possibilities: this is the motto behind Danish furniture company Montana’s new showroom, just opened on Copenhagen’s Bredgade street alongside the most illustrious design players, ranging from Carl Hansen & Søn to Erik Jørgensen. Eschewing a traditional showroom set-up, the new space – housed in a historical apartment that in the 19th century hosted the likes of author Hans Christian Andersen – is divided between a home and an office, offering a complete panorama of Montana’s products.
The showroom was imagined as a fictional couple’s apartment drenched in pastel colours, inspired by 1950s ice cream parlours. Created in collaboration with interior designer Gitte Kjaer, the apartment’s design is a playful interpretation of the classicist space, and it highlights the products’s versatility – from bedroom to bathroom, bar and living room. Here, Montana storage units are combined with iconic mid-century furniture and art.
Montana’s new apartment-style showroom in Copenhagen
A further space is developed along a side corridor, and designed by Danish studio Matra Architects with Kjaer as an art gallery’s office. The architecture practice was inspired to create a space that combined the needs of a business with a more creative side, and worked on different areas that include meeting rooms, an open office landscape and a canteen. In this space, the colours are more balanced and subdued, creating a clear shift from the domestic to the office environment.
Montana was founded in 1982 by former Fritz Hansen employee Peter J Lassen, and is now run by his son, Joakim Lassen. The business’ central focus was a flexible storage system (designed by Peter J Lassen and constantly developed into new shapes, colours and uses), and over the years they have also reissued pieces by the likes of Verner Panton and Arne Jacobsen. The new showroom brings the company’s universe to life, giving its customers a glimpse into the infinite range of furnishing possibilities on offer.