For luxury footwear retailer Shoebaloo, we created a flagship store in the heart of Amsterdam consisting of a menâ€™s and a womenâ€™s shop next door to each other. Showcasing the high-end shoes as precious objects, our two richly textured environments feature boldly contrasting yet complementary styles.
Interior design, Retail
As we see it, a Shoebaloo store doesn’t just sell shoes: it offers its customers a unique experience. The spaces we designed for its flagship are therefore immersive, adventurous environments, with the menâ€™s and womenâ€™s boutiques clearly differentiated. Expressing male and female, yin and yang, our stores take opposite yet perfectly complementary approaches.
In both stores, we used a monochrome palette, allowing the colours of the shoes on show to pop. The menâ€™s store is predominantly white, while the womenâ€™s is mainly black, yet a play of black and white, dark and light, features in both spaces, creating a lively dynamic in each separate store and between the two. Similarly, while the menâ€™s store is organic in form, the womenâ€™s is more rectilinear, with the elliptical forms of the faÃ§ades drawing the two together.
Like a polar landscape beneath a starry sky, 5 Koningsplein is an organically fluid space. While many Shoebaloo stores are closed to the street, enhancing their air of mystery, 5 Koningsplein has a certain transparency. A glass front frames an elliptical bright white display window. This frames two (also elliptical) openings into the store, allowing passers-by a partial view of the interior. At the same time, it acts as a product display, with curving, translucent, illuminated surfaces bringing the shoes up close.
Inside 5 Koningsplein, the elliptical theme continues. The space is organised as two ellipses that gravitate towards each other in the centre of the store. Around this floorplan, the walls undulate in a sinuous rhythm of display shelves, all in glowing white Hi-Macs, which is layered to resemble rock strata. At the back of the shop, the counter and a large elliptical display case are integrated into the contours. The freestanding mirrors and seating elements were custom designed for the space, creating a seamless environment.
Looking down, 5 Koningspleinâ€™s floor clearly reveals its plan in two ellipses of black-veined white marble. Between them is a middle section of white-veined black marble. Above, two corresponding, dark ellipses on the ceiling feature a pattern of bright, fluid lines that swirl through a starry sky.
Next door, 7 Koningsplein houses the womenâ€™s boutique, signalling itâ€™s relationship with the menâ€™s store by the treatment of its faÃ§ade, which has two elliptical openings. Inside, dark grey walls and a dark ceiling streaked with glowing white lines create a mysterious and intimate atmosphere. This interior is more rectilinear than its companion, with long, straight shelves in transparent Hi-Macs and a stunning rectangular glass showcase as a centrepiece, displaying bags and other accessories like artefacts in a museum. The floor is white marble with a black marble border.
From the street, both stores feature elliptical windows, making their relationship to each other obvious at a glance. These openings combine a product window display with tantalising glimpses of the interior. The theme continues on the side faÃ§ade of the womenâ€™s store on the Reguliersdwarsstraat, where a sequence of porthole-like windows continues to invite passers-by inside.