This week,
after a little buzz, the first Hope store finally opened it’s doors outside of Scandinavia.
The honor went to my beloved Amsterdam to house this 125m2 brand shop that will not only contain Hope’s Woman, Man, Shoes, Accessories collections
but will also feature products form their Interior Accessories line.
For the
interior of the building HOPE has chosen to try out something new. As Ann
Ringstrand, Co-Founder/Brand Director/Designer of Hope expresses: We are
modernizing and innovative thinking regarding the relationship between the room
and the décor. We like the idea of not attaching any furniture to the walls and
to be agile. The room is decorated with art on wall panels and the interior is
mobile. For the shop decoration we have made a cooperation with Dutch Designer
Petra Blaisse and her team from Inside Outside to create ´SWEDISCH MODERN´ the
interior design concept in our Amsterdam Brand Store.
The reason
for choosing Amsterdam was not only because of the growing market here in the Netherlands,
as Ann Ringstrand goes on to explains: We experience a possibility to make a
significant contribution to the Dutch market with our Hope Brand. Our distinctiveness,
within the field of Fashion, is the focus on fashion and function using good design
to simplify everyday life.
Brand store is located in the trendy nine streets of Amsterdam at Hartenstraat