Wolford‘s flagship on the P.C. Hooftstraat in Amsterdam sets the tone for the new retail environment as the first of the brand’s global storefronts to be redesigned. It marks the new direction for Wolford and brings together the brand’s exquisite craftsmanship and outstanding attention to body and skin into a unique and luxurious interior design concept.
The new contemporary vision for Wolford is beginning to come to life across multiple touch-points such as new advertising campaigns, new packaging and now a brand new store concept. Gwenda van Vliet, Global Brand & Marketing Director, says: “We are on a journey to reshape the brand for the future. Our new store experience is one of the key ways to bring that vision to life. It’s modern, warm, intimate, tactile and fierce. Next to that, flexibility and local relevance is a big focus for us. Our aim is to move from a static concept to something that can work more like a toolbox, so we can continuously change, adapt and develop.”
Wolford assigned young female boutique agency Studio Modijefsky for the design. Inspired by the brand’s industrial heritage and craftsmanship they have created an interior which is elegant and rough at the same time, with sculptural pieces of furniture, uncovered walls and a mix of unexpected materials. Rails and spool-like bulbs are inspired by the Wolford factory and continuous LED lines with L-shaped metal covers drop down into low arches.
A layer of ‘human touch’ was also added to the design, as the window displays ‘blush’ subtly changing colour, just like human skin. Traditional presentation of legs has been replaced by lightboxes, screens and editorial pictures and the store is full of playful references to the human interaction, surprising customers and allowing them to experience the brand on many levels. This modern, distinct concept will be instantly recognisable in many stores to come, starting in Amsterdam, Paris and Los Angeles.
