Rotate and Vogue Scandinavia fete the Danish brand's debut flagship in Copenhagen

Some may argue that Rotate is best served with a glass of bubbles, but it pairs just as well with croissant and coffee – as was this case this morning in the heart of Copenhagen. The occasion that called for the pastry-laden party? The opening of its first flagship store for the Danish brand in its hometown of the capital, at a well city-centre address fronting the office of parent company Birger Christensen Collective.

The first event off the spring/summer ‘25 blocks of Copenhagen Fashion Week, the buzzy flagship store launch brought together a slew of the industry’s favourite faces from across the Nordics and beyond. But there was even more to toast than the unveiling of the flagship, with Rotate’s creative directors Jeanette Madsen and Thora Valdimars toasting five years in business reached last year, while event co-host Vogue Scandinavia celebrated its third-anniversary milestone as of August 2024.

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“It feels incredible to have reached five years of Rotate and the store opening is the cherry on top of this moment,” say Madsen and Valdimars. “We want the store to operate as a space for our community, as well as a physical embodiment of the brand we have crafted through these five years,” they add.

The pair describe conceptualising the store as being much the same as creating one of Rotate’s collections: combining contrasting elements that form the brand’s DNA: raw, futuristic, feminine and glamorous all at once. Designed by renowned interior architect Thibaut Allgayer, the new flagship employs thoughtful techniques for versatility (note the chunky stairway that doubles as both a display unit and lounging spot).

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Attention has also been paid to accommodating visitors comfortably, with the lacquered burgundy corridor leading to a plush, cream-toned oval space with a curved sofa, and a standalone day-bed found at the base of a custom brushed steel and granite steps. “The store has been made with a series of freestanding and adaptable elements to allow us to change the store as we wish without significant impact, which is important to us as it allows us to operate more responsibly and to have more fun with the space,” Madsen and Valdimars explain.

Opening a store is a well-considered move by Rotate, which has, in the creative directors’ own words, “lived in the digital world since the beginning of the brand.” While pioneering in NFTs and the online space, Madsen and Valdimars – backed with Birger Christensen Collective insight – know the importance of IRL. “We have grown to understand that the Rotate customer really seeks a personal experience, where they can deepen their connection to the brand,” they say. “Rotate is not only about the garments, it is about buying into a universe, and we wanted to create a physical space that allows our customers to be a part of that world.”

See all the snapshots from the Rotate x Vogue Scandinavia flagship celebration below.