Bruno Casanovas, the co -founder and creative director of Nude Project, welcomes us to the doors of his new business in Amsterdam. With this recent expansion of its store network, Nude Project Northern Europe wants to conquer and make it clear that the brand no longer only stands for printed sweatshirts, but for a fashion company with a vision, a concept and international ambitions.
The store in the Leid Sestraat 31 is noticeable. It is located in an emblematic building made of red brick with a striking green dome that preserves the classic architecture of Amsterdam, but authentically expresses the essence of the brand.
With an area of 400 square meters, which extends over several floors, the new location is in a prime location and will deal with 20 employees.
Because the windows are still imposed before the official opening, the interior is still protected against curious views by one of the busiest streets in the city center. Our tour begins with the excess of the threshold.
The equipment designed by the El Departamento architecture firm based in the Spanish Valencia is based on Stanley Kubrick’s cinematic visual language. Each room offers a different, but related atmosphere on a tour that is characterized by wood, music and of course fashion.
Just behind the door, a guardian angel guards the entrance. At his feet, a marble mosaic floor marks the beginning of the tour. First of all, however, it is important to read the house rules …
The first room is reminiscent of the atmosphere of Kubrick’s film “2001: Odyssey in space”, with futuristic light, which illuminates a selection of logo basics, denim, knitting and a few rain jackets-perfect for this city. However, the special highlight is undoubtedly a limited T-shirt that was designed exclusively to celebrate the opening in Amsterdam.
Memories accompany the climb on the stairs. It is a business card for those who discover the brand for the first time. From a photo that shows Casanovas at work at the table of his grandmother, to a picture of Madonna in his clothes or the Ronaldinho boots from his latest collection.
In order to connect both floors, Nude Project – true to the motto “By Artists for Artists” – has commissioned the artist Lucas Muñoz to create a nine -meter -high sound tower, which is supposed to go through the entire building vertically and let every floor vibrate with a different sound atmosphere, so that the tour of an experimental sound design is accompanied.
Two very special rooms are waiting above. In addition to the changing rooms, the facility receives an intimate note and becomes an upscale boutique concept with particularly exclusive clothing.
The surrealistic ceiling image painted by Pedro Pereda with symbolic and religious covers invites you to linger. Or even to stretch out on the round red carpet that takes the middle of the room that reminds of the final scene of the masked ball in “Eyes Wide Shut”.
The next station is “Lolitas”, a room that invites you to sit on the window with a view of the channel. During the week it serves space as a reading corner with coffee and channel view, while DJ sessions and encounters with the local community take place on the weekends.
The tour can only end with a visit to the cash register, where there is a billiard table next to the basics in the middle that focuses on the feminin -coated clothing of the range, jewelry in a showcase and other caps.
However, the experience has not yet ended for those who spend more than 400 euros. You will receive a coin that transforms the ambience for a few seconds when it is thrown into a slit next to the cash register. The lights change, the music becomes louder and the room temporarily turns into a club.
This article was used with digital tools translated.
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