The Oslo Expansion

New Les Deux Store Now Open

Les Deux’s first-ever international brand store is now officially open

Serving as a blueprint for expansion in the future, the new shop marks the first time we’ve ventured beyond our borders with one of our own premises and gives an insight into our strategy moving forward.  

Our dream is to establish a single brand store in each major city that helps to support more extensive collaborations and pop-ups with our partner department stores. 

Rather than building multiple Les Deux stores in individual cities that compete with one another, and our partners, we believe this strategy is the best of both worlds.  

We’ll better support the retailers who have placed their faith in us from the very beginning while offering our community the complete Les Deux experience.  

From concept to reality

After taking over the site in Oslo on the 1st of June, our Retail Director, Kasper Obel, led the project and worked closely with a wide variety of partners to transform the space into a physical embodiment of our core values in a matter of weeks.  

Using his years of experience within the sector, he focused on creating a space that would allow our key brand pillars of community and dualism to shine through.  

To make this vision a reality, Obel worked closely with the design agency Narrow Creative. 

It was hugely important to us that we partnered with an agency who understood both retail and the concept that we were trying to create. With their extensive experience and creative innovation, Narrow ticked all the boxes,” Obel said.  

Another key aspect of the creative brief was to develop a scalable design template that would reflect our international direction.  

Mathias Bruun Christensen, Designer and Co-Founder at Narrow, explained more about the elements of the Oslo store.  

“Using premium materials like polished steel and brushed aluminum, which directly contrast against raw and unpolished concrete, we created a space that is rooted in the dualistic nature of Les Deux’s brand DNA and offers a harmonious and welcoming shopping universe for their Norwegian community,” he said.   

“We used clear international references to old industrial masters like the German Bauhaus movement while incorporating hints to the clean and clear lines seen in both Danish and Japanese architecture.”  

Along with an updated color palette that reflects a new fresh interior design direction going forward, the store is dominated by a large metal disc made of aluminum which serves as the cash register.  

We were particularly keen on breaking down the traditional barriers between Assistant and Customer and creating a community-driven space where everyone feels welcome,” Christensen explained.  

“The till area is a perfect example of this concept in action. As a customer at the Oslo store, you’ll always stand next to the assistant. We believe this helps include and invite customers into the entire community around Les Deux,” he finished.  

Celebrating the new store

To celebrate the new store, we held an opening event on the 30th of June, with refreshments, music, and an open invitation to the Les Deux community in Oslo.  

Our collaboration with Norwegian graffiti artist Tegson proved to be a particular hit with guests. Tegson created the street art that decorated the boarding outside the new store while it was being refurbished and worked with us to design a run of limited-edition T-shirts which were sold exclusively in the Oslo shop.   

In order to welcome Norwegians into our community and help us further integrate the store into the fabric of the city, we also placed branded boxes in different spots, with a surprise inside each.

Those who found the boxes discovered our classic Encore cap inside, along with a QR code for a complimentary Oslo T-shirt, featuring Tegson’s art.  

The treasure hunt helped to build interest in the opening event, but it also showed our dedication to our Norwegian community.  

Our deepest thanks to everyone who has been involved both in this project and with Les Deux throughout the years. We couldn’t have done this without you.  

And, as ever, a special shoutout to our community in Norway and around the globe, who make us who we are. 

The future is exciting. And we’re just getting started.