By Malene Birger’s flagship store is at Södra Larmgatan 16 in central Gothenburg. Visit Sweden describes the shop as covering around 142 square metres. It is a place to explore the brand’s collections up close and encounter its Danish design. The fashion house was founded in 2003 by Danish designer Malene Birger and has since grown into an internationally renowned label.

The collections are created with longevity in mind. Their stated design elements are refined fabrics, feminine details and enduring silhouettes, brought together in what Visit Sweden calls a sense of “luxurious utility”. For a visitor, the shop offers a chance to look through these collections in person and see how the house’s design approach is expressed across them. Visit Sweden connects the combination of fabric, detail and silhouette with the brand’s stated sense of luxurious utility.