Projects -

Shoebaloo Amsterdam

PC Hooftstraat 80, Amsterdam


2002 - 2003

Programme
Shoe store interior
Ca. 190 m² gfa (including storage)

Client
Shoebaloo bv, Amsterdam

Shoebaloo, a designer footwear boutique in the Netherlands, has three shoe shops in Amsterdam and is as popular for its shoes as for its cutting-edge interiors. One of the  shops is situated in the ultra chic P.C. Hooftstraat. Despite being only 100 square meters, the shop’s high-end shoe collection speaks in measures, including Gucci, Prada, Fendi and miu miu.
The exterior as well as the interior of the remodelled shop are in many ways contrary to the other shops in the P.C. Hooftstraat. In contrast to the usual open shop window concept there is no clear display window. Both the exterior and the interior are designed to attract and tempt new customers.
The closed dark front of the shop is intended to intrigue passers-by. Behind the dark mirror glass of the display windows only a few shoes are visible, illuminated by spotlights. The entrance door mirrors the street and the passer-by. Suddenly the mirror doors slide open and a high-tech space ship-like interior opens up before him.
The walls, ceiling and sub floor are made of translucent polyacrylic coffers and resemble a rectangular capsule. Each coffer serves as a display case for a pair of shoes. Behind the shell of all the plastic panels lie fluorescent tubes. With the help of a computer program the retailer can change the colour pattern in the interior. The egg-shaped furniture, two benches and a counter, have a glossy white finish.
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