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New Tommy Hilfiger Amsterdam store delivers the future of true brand engagement

Tommy Hilfiger has re-opened their new Premium concept store on Amsterdam’s Hoofstraat. Located in close proximity to their global headquarters, has meant a host of talented in-house designers have been able to work alongside rpa:group’s Interior Architecture division, to deliver some hands-on input.

The premises have undergone a dramatic evolution, as part of a two-phase delivery of the progression of their Sportswear 16 concept. High-end fixtures and fittings are key features throughout the retail space, with hanging rails and shelving that are fully adaptable, to deliver flexible retail display solutions.

As part of the Tommy Hilfiger initiative to be more environmentally proactive, sustainably sourced light oak flooring is used on both the ground and first floors, laid in a herringbone pattern with a matt finish. The store is illuminated throughout by state-of-the-art LED lighting, that includes backlit panels, with halo lighting around fixtures and striking circular LED lights, that seem to float within the space. Wall treatments are a combination of high-gloss panelling, with perimeter backlit skirting. These all work together to bring a brightness, lightness and airiness to the retail space.

A bespoke “wow cabinet” that nods to the elegant age of the art deco period, creates a focal point for product. Other display cabinets are set on mirrored plinths, so that they appear to be floating above the floor.  Glass balustrades on the staircase that link the ground and first floors, allow for unrestricted visibility of product and display areas and also lend an openness to the retail environment.

This bright and white space is saved from being too stark, by considered use of softening  touches, such as natural timber inlays in the ceilings and carpeting in a jacquard pattern, with the initials “TH”. This pattern is echoed on the back of the staircase in an embossed finish. The menswear area has a glossy walnut finish that also creates a complimentary element of warmth.

The store is supported by a host of digital technology, including numerous interactive screens and touch screens. RFID also frees up space, which would otherwise be used for cash desks and helps to deliver a truly experiential brand environment to shoppers.

Phase 2 sees an entrance formed within the store, linking the store and The People’s Place, Tommy Hilfiger’s own branded café and coffee shop. This has become the only access to the People’s Place, essentially making it an extension of the entire experience. Here, customers have the opportunity to linger over a coffee, charge their phones and interact and engage with the brand on an entirely new level. Aside from a coffee shop, the People’s Place also offers a cash desk and a customisation area, with embroidery and personalisation options and alteration services. The digital integration that has prominence in the store, is just as prevalent in the People’s Place, with tables incorporating built-in touch screens and iPads mounted on the bar area, allowing customers to browse various Tommy Hilfiger fashion trends and order online.

Phase 1 was successfully delivered in September, with phase 2 reaching completion on the 14th December 2018.