amsterdam: etq store opening

© etq / photography: katrien franken

founded in amsterdam only five years ago by three ambitious like-minded spirits, footwear label etq has just taken a giant leap forward by expanding its homebase footprint with an expansion in the retail arena. the first of what is to become a handful of branded lifestyle stores, etq has planted a flag on two levels of a monumental 19th-century canalside building. upon entering the store, shoppers are immediately immersed in an austere setting that's in stark contrast with the structure's neo-classical façade. the design concept, developed in collab with local practice studiojosvandijk, is an extrapolation of etq's brand values, and not surprisingly, features a palette that's dominated by an abundance of concrete and matching steel accents.

the ground floor with soaring ceiling makes an impressive first impression. an expansive bare concrete wall with an intricately designed iron grid display attached to it, intentionally serves as an eyecatcher and is paired with a minimum of furnishings. this wall-mounted grid is aptly referenced by a more fine-grained display equivalent, and one can also be found in the more intimate basement section with a similar setting. here, a sneaker wall has been installed, proudly presenting etq's full range of footwear designs. the new etq store not only stocks the brand's own concoctions, but a matching range of brands as items as well, including études studio, opening ceremony, norse projects, han kjøbenhavn and clothsurgeonlocation: singel 465 [centrum].

© etq / photography: katrien franken