If the future of retail is creating defined brand experiences, the challenge for designers comes in fusing heritage, legacy, and mission with cutting-edge building trends. In Amsterdam, Como Park Studio knows this balance well. Their recent success with the new Levi's Flagship sets a new standard in sustainably sourced interiors with clear connection to both local culture and brand story.
Complex linked with Kenneth Jaworski, the project's lead designer, to talk about the inspiration and challenges associated with creating the new Levi's Amsterdam space.
Photo Credit: Zowie Jannink
What was the original concept for the new Amsterdam store? How did it change as you were putting the space together?
The original concept for the store was Re:Store. Maurizio Donadi came with the idea to develop a complete renewed and re-used store that would be comprised of as much found and reworked material as possible, without looking junky. A sort of re-defined "luxury".
How did you source materials? Some of it is from other Levi's projects, right?
The first point of "scavenging" was the building itself, formerly a shoe store. It had lots of material, flooring, doors, etc... on the upper floors- this we tried to use as much as possible.
Further, we used lighting from the Levi's Bread and Butter stand from July 2011 and we also used the herringbone flooring from that same stand.
That's pretty impressive. Could you run down all the "re-use" materials employed in the store?
+ The pipes used to make all the framework came from second hand sources or demolished installations. nothing was ordered.
+ The lighting used in the store was re-used from the Levi's® Bread and Butter trade fair earlier in the year.
+ The wood on the second floor was also re-sed from the same trade fair.
+ The cash desk was made from the floorboards demolished from the second floor of the building
We are the first ones to use the 90 x 90 tiles on the ground floor, produced by REFIN in Italy and with an environmentally responsible certificate.
+ All the changing room houses were made from recycled and excess wood and materials used in this project or others
+ The "denim table" is made from old doors and mounted on old church benches
+ All freestanding shelves and benches are made from church benches taken from a church in the East of The Netherlands
+ Display cabinets and carts are all second hand
+ All hanging lights in the rack and changing cabins are second hand and use savings lamps.
+ There are no signs on or in the building- therefore no use of acrylic or other such materials. Levi's® Logos are merely spray painted on the wall in 2 spots.
+ The bike sculptures are created out of old bikes welded together.
+ We've used plants and trees everywhere.
+ We've left 80% of the walls as they were.