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JYSK: bringing Scandinavian heritage to the fore

Curated inspiration and a stronger Scandinavian identity define our exciting new store concept for Danish furniture chain JYSK. Debuted in Horsens, Denmark, we carried out a total redesign, from store planning to graphics to improve the customer experience across all 1,030 JYSK stores.

Organized into four clearly defined categories – Sleep, Home Accessories, Furniture, Service – the space has a more contextual, lifestyle-driven layout with inspiring VM sets that spotlight ‘Our choice’ from JYSK’s buyers.


Graphics play an integral role informing the customer’s journey through the ranges. There is a new suite of icons with a recurring speech bubble symbol and a useful quality rating system – basic, plus and gold. We’ve also created a suite of bespoke brand patterns for each department as well as heritage and service messaging.


The overall store concept is designed to be easily adaptable, for different European markets as well as varying collections or seasons. For example, garden furniture, one of JYSK’s most important categories, can be brought to the forefront of the space in summertime.

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Design Week
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