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Dutch designer Pien Stieglitz has opened her first physical store in the heart of Amsterdam that smells like the 1970s.

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