one way to boost a brand's image is to come up with a retail statement that reflects the core values and heralds the arrival of a fresh new identity. and that's exactly what dutch leisurewear brand chasin' has done with the opening of a defining flagship store in what is widely and increasingly considered the only relevant territory in the netherlands to do so: amsterdam's canal district. it's a remarkable move to say the least, as chasin' has been managing stores at city locations on home turf, belgium and germany which largely target an audience with a scope on fashion that's far more mainstream. this retail move clearly indicates a desire to serve a higher-end market segment and it'll be interesting to see if chasin' will also follow up with more diversified collections other than the red thread line that'll further sustain such a strategy.
but let's go back to the new flagship, shall we? tucked away in a sidestreet of the canal district, it occupies an elongated ground floor space of a historic structure. but what it may lack in size, the store makes up with a-grade interior design by amsterdam-based agency the invisible party. coinciding with the store opening, chasin's online presence has been revamped as well, and the design objective for the store was to concoct an interior which would also integrate the brand's online experience. walls are covered in ribbed steel panels, dipped in a stylish prussian blue, and extend all the way to the back of the store. one side of the store is covered in a playful mosaic of back-lit photographs of chasin's new collection, extending even onto the ceiling.
a terraced concrete floor and displays and furnishings in sandblasted wood provide neutral colour contrast. at the core of the store the digital experience heightens through an interactive digital wall which features the newest looks on demand. special attention has been given to the fitting rooms which have been adorned by murals of graphic designer jorgos karidas. adding up to the store's happy vibe are the rotating playlists, courtesy of music discovery service 22tracks.com. the opening was celebrated in appropriate winter style, generously serving the party crowd cups of glühwein, roasted chestnuts and grilled burgers from an outdoor stall, while dj frank van der lende manned the decks. location: wolvenstraat 21 [centrum].