Tommy Hilfiger opens redesigned Amsterdam flagship

Fashion brand Tommy Hilfiger has reopened its Premium concept store in Amsterdam after a redesign.

The store, on Hoofstraat, is close to Tommy Hilfiger’s global brand headquarters. As a result a number of in-house creatives have worked on the project alongside the Interior Architecture division of design agency RPA: Group.

The redesign has seen dramatic changes to the store, in a two-phase progression of Tommy Hilfiger’s Sportswear 16 concept.

Adaptable, high-end fixtures and fittings are key to the new format, with shelving and hanging rails that can be reconfigured easily. The brand is also seeking to be more environmentally proactive, using sustainable light oak flooring on both levels, with LED lighting, including backlit panels, to reduce energy consumption.

A bespoke ‘wow’ cabinet, inspired by Art Deco displays, creates a focal point for products, with other displays cases set on mirrored plinths to create a floating effect. Glass balustrades on the staircase ensure that views through the stores are as unrestricted as possible.

Textured touches, such as natural timber inlays and jacquard-patterned carpets, are used to soften the impact of the bright, white interior.

Various interactive and touch-activated screens have been used in the store, with RFID technology used to free up space which would otherwise be used for cash desks.

The second phase of the project, just completed, has seen a new entrance formed to link the store to The People’s Place, Tommy Hilfiger’s own café and coffee shop. This has become the only entrance to The People’s Place, where customers can relax and charge their mobile devices in a branded environment.

The space also offers a customisation area, providing services such as embroidery and other personalisation options, along with built in touch screens and iPads.

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