Dsquared2 store by Storage Associati, Rotterdam – Netherlands

February 18th, 2017 by retail design blog

In tandem with the launch of a new boutique in Amsterdam, Italian fashion brand Dsquared2 has anchored its retail debut in the Dutch market with a second outpost in downtown Rotterdam. The store occupies 189 sqm. [2,034 sq.ft.] of a glass-encased modern structure on Lijnbaan, the city’s main shopping axis, and features an interior design by Milan-based practice Storage Associati. The carefully chosen aesthetic effortlessly adapts to the given architecture, and presents a raw and contemporary backdrop of full height steel containers, neon lights, and metallic details, paired with exposed pillars, stained concrete floors and bare plastered walls.

This so-called loft look is further enhanced by moveable trolley display cases, black spotlights, and industrial lighting fixtures. A red maple leaf carpet and plexiglass changing room, recalls creative directors Dean and Dan Caten’s Canadian roots. The new Dsquared2 store carries select men’s and women’s items from the brand’s ready-to-wear collection, in addition to denim pieces.

Design: Storage Associati


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