The new Denham store in Amsterdams Hobbemastraat
The new Denham store in Amsterdams Hobbemastraat

28 May. 2013

Denham with New Concept Store in Amsterdam

Last Thursday (May 23rd) saw the official opening event of the latest Denham store in Amsterdam, located at Hobbemastraat 8 near the famous P.C. Hooftstraat shopping area. The shop represents the latest edition of Denham’s retail concept and is the first in the city to showcase the entire Denham offering for both men and women, with a presentation of denim and seasonal collections.

Designed and developed by the in-house creative team the store features a combined presentation of the men’s and women’s collection highlights on the main floor as well as a dedicated men’s shop on the lower level and a full boutique for women on the upper level. Alongside Denham’s own collections the store carries an array of items from other brands selected by the Denham creative team.

The shop features Denham's latest interior concept
The shop features Denham's latest interior concept

There are a number of special services offered at the new store including a local drop-off for denim alterations and repairs, providing customers’ access to the nearby Denham Service Co, located on the Prinsengracht. The store is also home to the new Private Wardrobe concept – an invitational shopping event the offers customers’ access to a selection of limited edition products not presented anywhere else in the world.

The store features unique styling details such as a ticket-office inspired reception area, bespoke neon signage and an in-house popcorn machine. These are combined with Denham’s fundamental brand signatures including a collection of museum-quality tailor’s scissors and a fusion of antique and modern furnishings.

Street artist Laser 3.14 interpreted Denham
Street artist Laser 3.14 interpreted Denham's slogans
The Amsterdam Showcase Store opened as Denham had its 5th anniversary as a brand. To help celebrate this and the opening of the new store, local street artist Laser 3.14 was commissioned to interpret Denham’s design mantras; ‘The Truth is in the Details’ and ‘Worship Tradition/Destroy Convention’. These statements have also been reproduced on limited edition t-shirts for men and women and have been water-jet cut into metal as a feature artwork to be displayed in the store.

Maria Hunstig

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