The internationally renowned cheese brand Old Amsterdam recently opened its first flagship store on Dam Square in Amsterdam. Studiomfd designed an interior for the temporary store that perfectly suits the current rebranding of Old Amsterdam. The new direction of the brand is all about authenticity; the pure experience of this distinctive cheese.

Upon entering the store, the gorgeously aged materials of the interior form an invitation to visitors to enjoy the pleasures of the classic Old Amsterdam cheese. Pure materials with lots of personality, such as a wooden floor distressed with a saw blade texture, stairs and wall covered in white classic marble and a countertop of genuine Belgian granite. Foreign visitors can enjoy images of Amsterdam in a vintage-poster-style mural showing the landmarks of the city. Everything conspires to embellish the Cheese Experience.

At the half way mark of the shop, the floor changes into a black and white tile pattern and the materials become lighter. The lighter furnishings offer a framework for other cheeses, displayed on refrigerated table tops. The interior has been built in modular elements so that the entire retail interior can be moved easily to a new location. The result is a store that presents a dynamic staging platform of the history, the city and the character of the cheese.