amsterdam: men at work store opening

© men at work / photography: ewout huibers

dutch retailer men at work is making a come back of sorts. set up in 1995 and primarily known for its denim offerings, it grew a nationwide network. but the fast expansion eventually came at a price. it wasn't just overexposure, the consumer's changing shopping behaviour and, more importantly, the lack of a modern and appealing identity has forced men at work to drastically change course. a management buy-out by mark hummelburg and jan roelofs, two of the company's board members, has made it happen. a number of outlets have been closed down and the focus now is on its biggest stores across the netherlands.

the new men at work retail formula had been launched earlier this year, but only recently has the retailer revealed its most prominent store. situated at magna plaza, a popular mall in downtown amsterdam, the store occupies a spacious basement unit with a modular configuration. the interior design by mark theeuwes cleverly incorporates the unit's original utlitarian features, and most elements have been dipped in a pristine white hue. this blank canvas forms the backdrop for a series of carefully selected props and custom-made furnishings that all aim to inject a major fun factor in the shopping experience.

the offerings at men at work consist of brands that are popular with a young, if not teen demographic. the denim has obviously remained - mind you, there's lots of it! - and is supplemented by various collections of complimentary brands and styles. now that an appealing retail formula seems to have been found, it'll be interesting to see how the retailer will be further tweaking its offerings to stay relevant to its key demographic in coming years. location: magna plaza, nieuwezijds voorburgwal 182, basement section [centrum].

© men at work / photography: ewout huibers