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Shoebaloo Koningsplein Flagship Store by MVSA Architects, Amsterdam

In the Shoebaloo tradition, the design of the Koningsplein flagship store by  MVSA Architects features a unique retail concept that suits the high-end designer shoes and accessories on display. More than just a store, Shoebaloo offers a spatial experience where shoes emerge like precious treasures. The concept of many Shoebaloo stores presents a closed, mysterious display window that reveals little of what lies behind.


At Shoebaloo 5 Koningsplein, in contrary, this world already appears open and transparent from the outside. The glass front has an elliptical bright white display window that gradually transforms into two openings that, from the street, view into the store. The display window glows invitingly. A dynamic play of lines emerges from the openings in the display window, where varying heights of curving translucent surfaces, with integrated lighting, display the shoes.


The store comprises two elliptical spaces that gravitate towards each other in the centre of the space. At the rear is the counter and a large vertical elliptic vitrine, both integrated into the contours. Behind the counter is a smaller display that houses accessories. The freestanding mirrors and seating elements were custom-designed for the interior.

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all images © JEROEN MUSCH