Pieces opens self-service showroom at Danish HQ

Danish fashion brand Pieces has opened a self-service showroom located within the office headquarters of parent company, Bestseller in Aarhus, Denmark. The ‘Her Social Studio’ concept immerses customers in a multi-faceted hub for co-creation and brand storytelling. It’s an evolution of the concept store in Den Bosch that Dalziel & Pow created for the brand in 2016.


Fusing classic retailing with a working studio, the space is multi-purpose and houses a myriad of brand activations and engagements, from staff training to trialling products and merchandising to customer workshops and styling sessions. The aim is to give any visitor – be that franchisee, partner, supplier or staff member – an opportunity to ‘buy into the brand’ through a totally immersive experience.


The flexible showroom is divided into two zones – ‘Her Wardrobe’ and ‘Her Studio’. The Her Wardrobe retail space has a contemporary Scandinavian aesthetic, reflecting the world of Pieces’ customers; celebrating and empowering them to look good and share their looks in a warm, welcoming setting. It’s designed to be a flexible shoppable space, featuring a 'coming soon' panel for sneak peeks at future product collections and collaborations. As well as showcasing the store concept it can be used to trial merchandisng and VM ideas and accommodate a constantly changing programme of events and classes.



Her Studio is designed as a co-working space, giving insight into the brand and it’s creative processes. Customers and partners can relax on informal lounge seating, or enjoy complimentary drinks and gift-wrapping from a concealed ‘Hosting Cupboard’. Perimeter walls throughout act as a vibrant canvas for expressing brand inspiration and charting the creative process, such as a pinboard showcasing ‘works in progress’, an upcoming events calendar, a lifestyle mood board and a bold brand manifesto.


The showroom is all self service – it’s cashless, cardless and most of the time unstaffed. Visitors and staff can make purchases via their own mobile device.

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