Denham flagship store renewal, Amsterdam – The Netherlands

October 18th, 2016 by retail design blog

Only three-and-a-half years after opening its flagship store in Amsterdam – okay, let’s not forget the preceding expansion an adjacent building – Denham has thoroughly revamped the original premises, fusing the two retail spaces into one 300 sqm. Flagship entity along the way, replete with a connecting passageway on the ground floor. The refurbished side is now home to the brand’s men’s offerings, amidst an interior setting that blends modern elements with repurposed materials and carefully selected furniture pieces.

The building’s original steel beams have been exposed and accentuated as an architectural feature by cutting away floors, but also to have more daylight permeate all three floors. Framed by whitewashed walls and flooring of both lacquered timber and recycled ceiling paneling, the store is furnished with a mix of vintage furnishings and modern custom-made displays and shelving. Quirky touches manifest by way of Denham’s signature brass-handled tailor’s scissors display and vintage american advertising yard sticks repurposed as counter-top marquetry.

The expanded flagship carries the brand’s full range of men’s and women’s denim and fashion collections, in addition to apparel pieces for kids, footwear and accessories from a curated range of compatible brands, such as the last conspiracy, converse, Ivy & Liv and Overload Studios. A denim service station is readily available, offering the opportunity to repair, alter or even wash your trophy piece. And that’s not all, folks.

Elevating the shopping experience to a hybrid, fun level are a coffee bar staffed by a barista who serves buscaglione coffee, and a gallery section showing both photography and denim storytelling. And then there’s the secluded backyard which takes cues from the land of the rising sun, and where during weekends shoppers can wind down over a glass of sake before continuing their shopping spree.

Design: Denham

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