Shoebaloo shoe store by MVSA, Rotterdam

October 10th, 2011 by retail design blog

The success of the Amsterdam shop led to a second commission for a new store in Rotterdam. Here the shop window is covered with pale green foil in which holes have been cut. Behind the holes are white leather coffers, each displaying a single shoe, spotlit like a precious jewel.

Through the coffers it is possible to catch a glimpse of the interior, a large dark space with mirrors and a reflective floor and ceiling. Along the walls the shoes, boots and handbags are displayed in vacuum-formed plastic display cases. Behind the translucent display wall are colour-changing lights.

The central area and the floor surface are empty except for the cash desk and a few organically shaped benches and display cases. The cash desk is upholstered in black leather and the low benches are made of white polyester with silver leather seats. Lighting installed below the silver base of these objects makes them look as if they are floating.

Designed by MSVA

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