De Rode Winkel flagship store by OPERA Amsterdam, Houten

September 20th, 2011 by retail design blog

The successful jeans wear group, De Rode Winkel, has recently opened its third flagship store in Houten. The shop, the ninth in a chain, is located in the new shopping mall, Het Rond and is designed by OPERA AMSTERDAM.

Unusual for a mid-segment store chain is their decision to design each flagship store in a distinctly different style. That was the directive from owner, Erik Kuijsten, who gave OPERA carte blanche in designing the three flagship stores. Although very different from one another, the stores all share the same design mentality.

An important departure point in the design of the new store in Houten was the desire to create an environment that distinguished itself from other retailers in the immediate vicinity. It was also important to target a customer profile specific to the location. In contrast to stores located in busy city centres, the Houten customer needs more time when making a purchase and prefers to shop in relatively clam environment.

The store is deliberately designed without a typical window. Installed directly behind the glass façade are vertical wooden lamellas. These lamellas extend via the façade past the walls into the shop like an enormous folding screen – helping to create the feeling of being closed off from the rest of the shopping centre. The objective being to create an intimate, almost domestic atmosphere, with a theatrical accent. Naturally, the ultimate goal is to persuade the customer to spend additional time in the store, to fit and combine more items of clothing.

A leather-upholstered cashier’s console with a display space suitable for shoes and other accessories, stands in the middle of the store and measures 10 by 20 metres. The chosen materials (parquet in a variety of patterns, smoked glass, textile, leather etc.) contribute – together with the innovative lighting – to create a warm atmosphere and a feeling of quality and luxury. Surface area: 210 m2.

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