Fashion brand Isabel Marant opened its very first Dutch boutique in Amsterdam. It is located in the P.C. Hooftstraat, in a former McGregor store.
Experimental sixties look
Isabel Marant headed to the P.C. Hooftstraat 114, a former McGregor store location. The store is 200 sqm and has a basement as well. It is Isabel Marant’s first Dutch store, which opened without any fuss in April, but it has now officially launched. The store’s interior design is the result of a collaboration with an international team of young designers. They were inspired by the French experimental movement from the sixties. The ceiling has special drawings, carved blocks display its accessory collections and there is an entire wall of the brand’s famous 90 degree earrings.
It maintained the store location’s original elements to give it a more industrial look: the newest collection is showcased on racks and a brick wall is clearly visible. The fitting rooms have been separated with Japanese rice paper and the store is peppered with cork tables.
The French design label Isabel Marant was founded in 1990 as Twen, but transformed into the founder and designer’s name in 1994. Over the past few years, the brand targeted expansion, with its own store network: it now has 28 boutiques and wants to rapidly grow in Europe, Beijing and Hongkong.