Shoebaloo flagshipstore PC Hooftstraat Amsterdam renewed

The Architect | September 14, 2018

After a decade and a half, the futuristic Shoebaloo flagship store by MVSA Architects on the PC Hooftstraat in Amsterdam was due for a makeover. The iconic, cocoon-like space, with its changing colors and 2001: A Space Odyssey overtones, has been much imitated. The once-unique design had proven to be such a trendsetter that it no longer shone with the bold originality it once did," MVSA writes on its website. Meanwhile, shopping conditions – locally and globally – have undergone massive changes. “It was clear that it was time for a new concept in more ways than one.”