The recent inauguration of the Mall of the Netherlands on the urban fringes of The Hague may have been hotly anticipated by a slew of shoppers, but critics contested if the country’s highly urbanised Randstad region would be a suitable environment for such a massive American-style shopping and lifestyle hub. Well, the earliest figures say it is. Needless to say, the prestigious shopping centre has shaken up the region’s retail scene, pulling a string of leading high street brands and independent labels as new tenants. In the latter category falls Dutch retailer No Label, which, until now, lacked an outpost in the area. Founded in 2013, the company has specialised in men’s basics, creating a full wardrobe crafted from quality materials and made available at an affordable price point. No Label operates a number of standalone stores in the Netherlands‘ biggest cities, an outlet store in the south of the country, and now, it has also planted a flag in The Hague‘s metropolitan area.
Instigated by creative director Menco Nieuwenhuis, the company began to reposition its collection, shifting from a ‘suit brand’ to a high-quality and more contemporary ‘smart essentials’ segment. The chosen design codes, created in collaboration with S-P-A-C-E Projects, aim to reflect the newly gained brand identity. Given No Label‘s understated silhouettes, the Amsterdam-based architecture and design practice has taken cues from icons of modernist architecture, such as Frank Lloyd Wright and Ludwig Mies van der Rohe. Based on a grid that’s intersected by diagonals, the interior is largely captured by oak panelling which adds a warm and welcoming element to the spatial context. Recycled translucent façade panels, cabinets and a display table, signature features of No Label retail spaces, alternate black furnishings, adding to the visual dynamic of the setting. The new No Label store carries the brand’s full range of men’s apparel, accessories and shoes.
No Label
Mall of the Netherlands, Liguster 202
2262AC Leidschendam
Telephone: +31 70 7852697
Mon 11am-8pm
Tue-Sat 10am-8pm
Sun 11am-6pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
