Amsterdam - defying the stereotype
Mention Amsterdam, and more than any other European city, stereotypes come to mind - from canals and tulips, to coffee shops and the notorious sex shops of the red light district. There is, however, a much less seedy and predictable retail side to this charming old city, according Karl McKeever, brand director of visual merchandising consultancy Visual Thinking.
Mention Amsterdam, and more than any other European city, stereotypes come to mind - from canals and tulips, to coffee shops and the notorious sex shops of the red light district. There is, however, a much less seedy and predictable retail side to this charming old city, according Karl McKeever, brand director of visual merchandising consultancy Visual Thinking.
Amsterdam is home to a vibrant and dynamic retail scene, with some of the best choice in sectors, brands and store experiences you can find. One of the most appealing things is that multiple retail formats are not particularly effective or suited here. Amsterdam's retail landscape favours smaller stores, given the restricted footprints available in the historic properties that the Dutch capital is famous for. That in itself makes a very different shopping experience compared to the many cities that have become stale with anonymous 'cookie cutter' retail formats that are dotted indiscriminately across the European map.
Amsterdam's many districts are neat, well ordered and self-contained. The luxury area is concentrated around the streets of PC Hooftstraat, which is small but perfectly formed and is home to the world's leading apparel brands, offering a premium retail experience.
Emporio Armani - P.C. Hooftstraat 39-41
A recent addition is Emporio Armani, which rubs shoulders alongside Tommy Hilfiger, Chanel and Louis Vuitton. With the brand's signature look and feel, it is well-executed and shows how consistency of implementation is key to success in these carefully managed chain brands.
Paul Warmer - Leidsestraat 41
Along with the canals and tulips, there's further abundance in Amsterdam that generally gets less mention - the shoe stores. The Dutch capital is home to one of the biggest footwear markets in Europe that holds a great choice of both independent and multiple footwear retailers. And yes, reassuringly, there are even clog shops too!
Unlike many cities, the emphasis is on imaginative store formats, providing that all footwear stores don't have to look and feel the same. Perhaps the greatest example being Shoebaloo, which has some of its innovative store interiors selected for glossy case studies in retail design books.
In the Paul Warmer store, located on the busiest shopping street, windows are finished with high impact and skill, reflecting a time when props were used to create bold impact displays. The current displays feature old car tyres, which have been sprayed in gold paint. These striking additions make a great backdrop to the season's studded footwear and accessory styles, and allow product to be placed within to maximise space and height.
Dr Adams. - P.C. Hooftstraat 90
A very different result is created in the Dr. Adams store. With edgy shop design and high impact display features, these stores are a destination for the young - stocking the coolest brands and offering the latest style direction.
Homeware stores feature largely in Amsterdam - hardly surprising when you consider how many smart city apartments line the sprawling waterways. Tucked away alongside one such canal is The Frozen Fountain.
The Frozen Fountain - Prinsengracht 629
This store makes the successful transition of being part shop, part art gallery, which ensures that everything within has a unique feel. It's a welcome change from the many mass-produced ranges found in big multiple home brands. Prices are predictably a little higher, but it's fair compensation for the sense of the 'feel good' factor obtained.
Stocking a wonderful range of artist-designed pottery, furniture, textiles and glass, along with products from some of the most headlined brands - the result is quite literally a treasure trove of inspiration, and with many items locally made and sold, the brand values are exactly in line with the times.
Set within many small rooms in an interconnecting building over two floors, you have to go carefully so as not to miss anything along the way. Here, customers are encouraged to find what's on offer instead of just 'grazing' as we have become more recently accustomed.
Mendo - Berenstraat 11
Another little gem of a store called Mendo is a bookstore with a difference. Part store and professional resource, Mendo was set up to give architects, designers and those working in creative fields, a place to come together and find the latest word on design and popular culture.
The store's design is dark and stylish, and unlike any conventional bookstore. Innovative displays, imaginative fixtures and great visual merchandising (VM) all help to set a backdrop for customers to sit, browse and talk.
Amsterdam is also home to a well-established second-hand market, with stores offering everything from vintage shoes to designer sofas. This comes as a welcome reality check when you've 'maxed out' on the luxury of PC Hooftstraat. It's a side to retailing that really seems to chime here. In a city of full living history and many young, open minded and green-thinking citizens, second-hand is second chance, and not something to be sneered at. Nor is it the sole reserve of charity stores, which have dulled the excitement of buying these products in other places.
Sprmkt - Rozengracht 191-193
Two of the best shops include Sprmkt (Supermarket) and Episode. Sprmkt sells high-end, high-minded designer pieces from a stripped out old bus garage. With a distinctly stylish approach, this department store of vintage designer clothing, accessories, furniture and jewellery leads the way in desirable recycled style.
Episode - Berenstraat 1
Episode is altogether more familiar, with racks of mainly clothing and accessories in a more conventional setting. The thing that makes it different is the great VM execution. The store has cleverly adopted many methods used in full priced stores, giving credibility and acceptability to the store and products sold, driving up margin along the way no doubt!
Bloemenmarkt (Floating Flower Market) - Singel
No trip to the Dutch capital would be complete without taking home one of its signature treats - flowers and cheese.
The Amsterdam flower market is world-renowned. Here, it's possible to buy over 100 varieties of tulips and many unusual and exotic varieties of cut flowers. The experience is truly uplifting and reminds me of just how miserable buying flowers in a big supermarket can be, with their tired and limited assortment, gaudy plastic packaging and sticky labels that seem to defy removal! None of the above applies here.
De Kaaskamer van Amsterdam - Runstraat 7
A very different but no less aromatic retail experience, is to visit an authentic Dutch cheese shop - and this one must be the best I've ever visited. Hidden away amongst the canals, it's a cheese lover's emporium! The skill and expertise on offer in this store is truly breath taking, and it's not just in the ranges sold, but in their presentation too. The well-worn phrases 'destination store' and 'category killer' are often branded, but rarely do they live up to the hype. However, this shop really is the definitive word on cheese.
So, for a short break with a very different type of shopping experience, Amsterdam is well worth a look. Just be careful not to be tempted by every shop window, or you might get more than you bargained for!
