New Mags Copenhagen: a 100–square-metre flagship in the Ny Østergade district

Finding roots in Scandinavian design to the creation of a flagship store, New Mags Copenhagen: art books, independent magazines, and design-led editorial culture

The origins of New Mags Copenhagen: How a design-led vision evolved into a concept bookstore

Founded by Jesper Svangård and Jesper Oxholm Mikkelsen, New Mags Copenhagen emerged from the founders’ extensive background in Scandinavian design and furniture retail. After curating and managing the design brand &Tradition, they recognized a growing need for beautifully crafted printed matter—especially coffee table books and lifestyle magazines.

Established in 2016 on Ny Østergade 28, New Mags began as a distributor for niche publications across Scandinavia. Representing the brand in this interview is Malene Kjær Jensen, Head of Marketing, who explains that the company’s consistent growth led to the creation of her role.

“The store was founded out of an admiration for printed material—particularly coffee table books and magazines like Kinfolk,” Jensen explains. With a clear niche identified, New Mags expanded steadily until opening its flagship concept bookstore in September 2021.

Why coffee table books matter for New Mags Copenhagen’s design and lifestyle identity

The decision to focus on coffee table books and independent magazines was driven by customer demand and the lack of local suppliers for high-quality lifestyle publications.

“These books function like design objects—they shape the atmosphere of a room much like a lamp or a vase,” Jensen says. “We see them as pieces of art and furniture because of their craftsmanship and tactile appeal.”

As books increasingly become part of interior styling, New Mags has positioned itself as a reference point for design-led printed goods that invite interaction and enhance living spaces.

New Mags Copenhagen’s philosophy and the role of the flagship store in shaping the brand

New Mags describes itself as a concept bookstore—an intersection of design, lifestyle, and curated printed matter. Although a flagship store was not part of the founders’ initial plans, the desire to express the brand’s identity and connect directly with readers made it a natural evolution.

Located in a contemporary high-rise in the Ny Østergade district, the store sits among design boutiques, interiors shops, and lifestyle retailers. The choice of location was intentional: it created visibility within Copenhagen’s design-focused shopping area and aligned the brand with its creative audience.

The building’s modern architecture contrasts elegantly with the more traditional cityscape—a parallel to New Mags’ blend of contemporary design and classic editorial craftsmanship.

Interior design at New Mags Copenhagen: How Norm Architects shaped a modern library experience

Designed by Norm Architects, the flagship store draws inspiration from traditional English libraries and contemporary art galleries. Books are displayed as artworks, arranged alongside sculptural pieces crafted in oak and golden sandstone.

Long study tables and wooden shelving define the space, while generous floor-to-ceiling windows bathe the interior in natural light. At the rear, a flexible office area can be enclosed or opened using folding oak panels.

Aluminum book tables add visual contrast, echoing the dialogue between modern and classic elements present throughout the store. A sculptural installation by Josephine Winding acts as a gentle divider and spatial guide for visitors.

What New Mags Copenhagen sells: Curated books, magazines, and design-forward accessories

All titles at New Mags are selected by the founders through collaboration with publishers, creators, and international book fairs. The collection spans art, photography, design, architecture, and lifestyle.

Notable titles include Pollock – Basic Art Series by Taschen, Lost in America featuring Jeff Koons, and editorial works such as The Penis Book and The Vagina Book. Magazine offerings include Ark Journal, Openhouse, and The New Era.

Alongside books and magazines, New Mags also sells posters, travel guides, board games, book stands, and reading accessories—broadening the store’s appeal and enhancing its lifestyle positioning.

Sustainability and future plans for New Mags Copenhagen

New Mags continues to host book launches, signings, and cultural events in its flagship space—an ongoing part of its community engagement in 2025.

Sustainability remains a central value. The store complies with Copenhagen’s environmental guidelines, ensuring all waste is recycled. Purchases are plastic-free, and customers are encouraged to use New Mags’ own cotton tote bags. Shipping boxes are reused to reduce waste.

Looking ahead, New Mags aims to expand its presence beyond Scandinavia, bringing its design-led editorial curation to readers across Europe.

New Mags

Ny Østergade 28, 1101 København, Denmark

New Mags is a Danish concept bookstore founded by two design-industry entrepreneurs, offering a curated selection of magazines, travel guides, and coffee table books. Today, the brand distributes printed literature across Scandinavia and is preparing for broader European expansion.