Dutch designer Pien Stieglitz has opened her first physical store in the heart of Amsterdam that smells like the 1970s.
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The women’s fashion brand, which she founded eight years ago, blends past and present to better shape a “Stieglitz world,” with a vintage and kitschy touch. The flagship, designed by Pepijn Smit of S-P-A-C-E Projects, fully reflects the founder’s mindset. The experiential retail space is paired with ultra-colorful prints, flared leggings, and long floral dresses. Three sections configure the store in shades of brown, red, and orange, with a focus on retro furniture from the 1960s and 1970s. Joe Colombo’s style hovers in the atmosphere, welcoming customers with a tube chair at the entrance. The thick carpeting then invades the place: from the counter to the clothing displays, from the walls to the stairs that take us to the offices on the upper floor. Passing through the archway, which forms a cozy little lounge, a workshop is hidden in the back room where clothes can be tailored. Stieglitz culminates the experience with cultural events, parties, and social gatherings.
Nathalie Dassa