Wolford unveils new store concept in Amsterdam, Paris and LA are next

By

Sandra Halliday

Published
Feb 5, 2019

High-end intimates specialist Wolford has begun to test the new shop concept that it first talked about last autumn, opening in Amsterdam in the past few days, with two Paris boutiques and one in Los Angeles also to be converted this month. The new store design was put live in-store in the 80 square metre location on Amsterdam’s P.C. Hooftstraat. 

The look and feel was created by boutique agency Studio Modijefsky with an all-female (and young) team hired to coordinate the development of the new shop design. 

It was inspired “by the craft tradition of the brand” with the agency tasked with creating an interior that “appears to be elegant, warm and intimate thanks to its monochrome colour scheme, surprising materials and subtle light effects.” At the same time, the company said it “gives the impression of being industrial, with raw, partly freestanding walls, screens and illuminated boxes as well as coil-shaped glass lamps inspired by the thread spools used in Wolford’s production operations.”

The design is meant to put the focus on the products, which are grouped in themes. There are also “playful references to human interaction which surprise customers and allow them to experience the brand on different levels. In doing so, the shop concept functions in a similar manner to a toolbox. The modules can be used in very flexible ways and continuously changed.”

That modular concept means the brand can also adapt to regional and cultural differences.

The company said that it’s currently in a trial period for the new pilot stores, but after this it “will further optimise the shop concept in detail so that it can be gradually rolled out.”