Stills Flagship Store
Dutch architects Doepel Strijkers were called to design the flagship stores of Amsterdam. Stills’ devotion to materials and texture was the inspiration to extrude fabric’s deeper dimensions into an open grid design. The store displays a new typology aiming to create a long-lasting spatial identity.
Located in the Cornelis Schuijtstraat in Amsterdam the flagship store is a mix between the maintained layers of time in the unsmoothed floor and walls and a gridlike structure that grows thoughout the interior space.
The spatial intervention in this ‘shell’ provides a visual connection of the floors, but does not emphasise them, keeping them visible to show the new layers added in the course of time.
Natural materials, craftsmanship, refined fabrics and unique patterns are reflected in a spatial articulation which fills the space as a volume. Careful analysis of the movement of humans in space and the perception of clothing establishes the base for the deformation of the thick spatial grid consisting of an elaborate white wooden mesh displaying clothes and accessories.
Some clothes hang from the grid, while others are folded and seem to be positioned randomly on the glass shelves. Clothed mannequins seem to climb the wooden structure and the changing rooms are hidden behind two mirror doors.
“The flexibility of the design allows for an endless number of variations. The grid has been carried out very consistently and is in its severity very Dutch without being Calvinistic. This offers much freedom for the presentation of garments. Although meant for a flagship store of an exclusive fashion brand, the design provides a great sense of intimacy.” – Dutch Design Awards
On the Cornelis Schuijtstraat in Amsterdam a flagship store has been realized for the label Stills. The spatial interventions in the hull, which visually connects the floors, are not emphasized by smoothing them but has been kept visible to show additions and finishing layers over time. There is a base from which the original shop and its transformations over time remained visible. This pattern of textures in the existing building is complemented by an object. A spatial translation based on the values of the label.
Stills seeks for sophistication through novel combinations and delicate contrasts, in fits, in styles, in looks, in feels. Their ultimate research in the intrinsic qualities of materials, results in new potentials for working with them, treat and combine them.
This distinctive Stills quality has been translated in a spatial identity based on a new typology. Natural materials, craftsmanship, refined textures and specific patterns are reflected in a spatial fabric which fills the space as a volume. A careful analysis of the movement of humans in space and the perception of clothing forms the base for the deformation of the spatial grid. The dense grid opens itself. An implementation with a durable spatial identity, maximum experience and minimum resources is the result.
Dressing rooms, lighting and all possible options for presentation are integrated into the volume, so clothing, shoes, bags, books and mannequins form the visual specification of the continuous structure.
Project name: Stills Flagship Store
Location: Cornelis Schuytstraat 16, 1071 JH Amsterdam, Netherlands
Assignment: rebuilding and interior
Type: Store / Shop / Showroom / Retail
Project Year: 2010
Project Area: 188 sqm
Completion Year: September 2011
Client / Owner / Developer: Veldhovengroup BV, Stills
Interior Designer: Doepel Strijkers – Havens 285, Benjamin Franklinstraat 509, 3029 AC Rotterdam, Netherlands
Design: Duzan Doepel, Eline Strijkers with Chantal Vos
Contractor: Krant Interieurbouw
Interior: Heijmerink Wagemakers
Lighting: Solid Lighting
Mechanical: Aaftink Verwarming
Text Description: © Courtesy of Doepel Strijkers, Stills, Dutch Design Awards
Images: © Stills, Doepel Strijkers, Wouter vandenBrink