P.C.Hooftstraat, Amsterdam‘s golden mile of luxury shopping, sees a welcome new addition with the opening of Alexander McQueen‘s newest boutique. The store occupies two floors of a traditional residential Dutch red brick building and features an interior design concepted by the brand’s creative director in collaboration with Chilean architect Smiljan Radić. Distinctly contemporary and artistic, the design codes reflect Alexander McQueen‘s forward focus and undisputed craftsmanship, featuring an infusion of oak and walnut, paired with pristine white walls and sections covered in exuberant tapestries. The premises are dotted with mannequins interacting throughout the environment, referencing the narrative of the latest runway collections and offering shoppers an immersive shopping experience. The product is very much the protagonist, seen from all sides and up close. The new Alexander McQueen store carries women’s and men’s apparel, accessories, bags, shoes, eyewear and jewellery pieces.