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Scandinavian luxury

great Dane sydneyScandinavian luxury furniture brand, Great Dane, has reopened the doors to its Elizabeth St showroom in Sydney after a transformation.

Over the past 12 years Great Dane has nurtured and curated the quality of its offering to represent the best in new modern and classic Scandinavian luxury design. The evolution in brand was important.

Although the business started out as a source for Danish mid-century modern furniture, owner Anton Assaad, has developed Great Dane into a more contemporary offer based on the idea of Scandinavian luxury.

The new identity had to express the brand in a much more luxurious way.

When McCartney Design was briefed with the integrated project for the new brand identity and showroom environment, we first had to define what Scandinavian luxury really means.

We considered the enjoyment of the ‘great life’, and the Danish word hygge, which describes the deep sense of pleasure found in making ordinary things extraordinary. When everyday objects are beautiful, life is beautiful.

One of Scandinavia’s greatest luxuries is daylight, in particular the celebration of summer and the mystique of the Midnight Sun. Another is the beauty of uncluttered open space.

05 Great Dane-Sydney

The concept for the interior was to create a space of warmth and harmony – somewhere Great Dane’s customers can experience exactly what they look for in their homes.

“We love Sydney for who she is,” says Great Dane founder, Anton Assaad,“ and we really wanted to recreate our showroom to reflect the beauty of Scandinavian luxury in an Australian context.

“This is our approach to curating our ranges and it was important for it to be evident in the design of our new Sydney flagship store.”

With an inherent understanding of the DNA and soul of Great Dane, McCartney Design actualised this vision through a sense of layering and soft textures.

The Sydney showroom delivers a space that customers feel immediately at home in.

Soft hues of grey set the tone of the space and are immediately enhanced through lighting; quilted fabrics in subtle grey descend from the ceiling to convey texture and warmth; exposed brickwork, where the space has been expanded, adds further textural interest.

The luxury soul of the brand is reflected in the interior and is brought to life through an ambience that also conveys a sense of familiarity.

The same rationale applies to the renewed Great Dane brand identity. A palette of greys, white, and gold has replaced the old red brand mark.

The neutrality of charcoal married with the opulence of gold reflects the luxury offering that Great Dane has become synonymous with.

The signature great dane dog remains intact and has always served the brand well, but he now offers a more refined greeting at the entrance to Great Dane’s Sydney and Melbourne showrooms, appearing in gold.

“Our product has always reflected luxury and classic Scandinavian design, and our identity has evolved to reflect the same aesthetic,” says Assaad.

This beautifully simple approach has created a new world of Scandinavian luxury.

Gary McCartney is owner of McCartney Design, an integrated design studio. Find out more at

This article first appeared in Inside Retail Magazine’s October/November 2014 issue. To subscribe, click here.

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