Pairing a timeless aesthetic with luxurious fabrics and meticulous craftsmanship, it’s perhaps a tad surprising the newly established Salle Privée brand has dutch roots. Launched by Scotch & Soda founder Patrick Munsters – mind you, he sold the streetwear brand in 2012 – it exclusively caters to a savvy male demographic with a penchant for style consistency and classic silhouettes. As such, Salle Privée steers clear from fashion’s seasonal cycles, and instead focuses on presenting a range of key items. For its debut collection munsters has collaborated with Ulrika Lundgren, creative director of womenswear label Rika, and this has resulted in a complete men’s wardrobe, and very soon, even a fragrance of its own.

Ambitiously reaching out towards likeminded males across the planet, Salle Privée’s italian-made items are predominantly sold online, but acknowledging the added value of a brick and mortar presence, the Company has simultaneously opened its very first boutique at its homebase Amsterdam. The retail space is situated in the upscale residential neighbourhood of Amsterdam zuid, and occupies an elongated 129 sqm. Ground floor unit of a building from 1930. The configuration of terraced levels, leading up to a mezzanine floor, not only optically enlarges the space, but also lend a playful edge.

The palette is largely captured by off-white walls, flooring and ceiling, complemented by brass finishings and glass panels and shelving. A marble staircase leads to an intimate salon-like space slightly below ground level. It’s here where the sales counter, crafted from the same luxurious material, is situated directly opposite a homey seating arrangement with carefully sourced artworks. The new Salle Privée store carries the brand’s full range of merchandise. The menswear brand aims to reach out to a wider audience through physical stores, and is already brooding on plans to expand to key luxury markets across the planet.

Photography: Salle Privée

https://superfuture.com/supernews/amsterdam-salle-priv-e-store-opening