- Concept Design
- Schematic Design
- Design Guidelines
Our process was invigorated by textures: high-contrast Dutch streetscapes; the rich denim and wool textiles; the smooth coolness of Amsterdam’s symbols. Finding unity in diversity, the brand embodies Gezelligheid, a sense of conviviality, socialness, and contentment.
We bring the brand to life with fresh spins on brand symbols and Amsterdam icons—like fluorescent St. Andrews Crosses and neon red lights—and interactive features like a staffed Denim Bar for repairs by day and DJ sets by night.
We activated the space in ways befitting the brand idea The Free Spirit of Amsterdam: Delft blue paint and tiles, flexible shelving and displays, and “Easter egg” moments that unite style with fashion, and an overall layout that encourages circulation and discovery.