little over a decade ago amsterdam lacked the luxury monobrand stores present in most other european capitals. but with the opening of a prada store - one of numerous launches in the dutch capital in recent years - the city not only gains new retail momentum, but also further solidifies its position as one of europe's prominent shopping destinations. situated on p.c. hooftstraat, the city's luxury shopping strip, prada's new emporium occupies 550 sqm. [5,920 sq.ft.] spread over two floors of a traditional red brick building, featuring an interior designed by longtime collaborator, italian architect roberto baciocchi. the main entrance and a series of windows skillfully frame the building, flanked by black marble pillars that set the rhythm of the exterior façade. upon entering shoppers encounter an area brimming with leather goods and women’s accessories, showcased either in display niches on floating steel-framed crystal cases or nestled in black marble and mirror alcoves.
the adjoining glass room presents travel accessories. the ground floor features prada's signature black + white marble chequered floor and green fabric-clad walls. a separate section is dedicated to shoes, and here the setting is one of polished steel and crystal unit is inserted into an alcove cut into the wall draping. designer verner panton's clover leaf sofas provide ample seating while original table arrangements displaying footwear lend a sinuous note to the interiors. the second floor is home to prada's women's ready-to-wear collection. the interior here once again features green fabric-clad walls, paired with perspex display cases, transparent tables and green velvet sofas that create an intimate, elegant feel. and only special shoppers can make use of the v.i.p. space on the same floor. location: p.c. hooftstraat 63hs [amsterdam zuid].