Dsquared2 store by Storage Associati, Amsterdam – Netherlands

February 9th, 2017 by retail design blog

The bold youthful aesthetic of identical twin designers Dan and Dean Caten has always resonated well in the Netherlands, but only now that the country’s luxury market has somewhat matured – at an accelerated pace, following a very late start around 15 years ago – have they decided to open up shop in this untrodden territory. Opting for no less than a prime location, the fraternal duo secured ample retail space for their Dsquared2 brand on p.c. Hooftstraat, Amsterdam’s rapidly expanding golden mile of luxury shopping. Behind a brick façade dipped in a solemn black hue, the store measures 216 sqm. spread over three floors.

The interior settings are sleek and modern with subtle mid-century touches, and have been designed by Milan-based practice Storage Associati. Glass shelves with black outline are paired with panels of precious black Okoumé wood, and plenty of satin brass elements. Both the men’s and women’s sections have been given distinct accents that set them apart, and also the denim section in the basement flaunts a specific aethetic, captured by blue carpeting, black embossed metal grids, a lightbox with forest image, black leather armchairs and matt black metal furnishings. The new Dsquared2 boutique carries the brand’s menswear, including items from the classic line of suits and tuxedos.

Next to the womenswear collection, a capsule line of cocktail dresses and evening gowns is readily available. As said, the basement section is home to the hugely popular denim pieces, but also presents the swimwear underwear collections. Additionally to be found on the premises are accessories, fragrances, and last but not least, eyewear. But that’s not all, folks. Dsquared2’s arrival in the low countries is in fact a double treat. Simultaneously to the store launch in Amsterdam, a second dutch outpost has bowed in downtown Rotterdam.

Design: Storage Associati


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