backstory
064
A
LTHOUGH finding
trees within the city
isn't so uncommon,
it isn't every day that you
find one growing inside a
city shop. In a tiny space at
Amsterdam's Herengracht
and Gasthuismolensteeg
streets, that's exactly what
local design firm Standard
Studio did with the recent
design of their second store
for The Cold Press Juicery,
a local raw foods company
offering cold-pressed juices
and super smoothies.
The inspiration behind
the design is rooted in the
large indoor gardens that
are hidden behind the
area's gorgeous buildings.
As they are largely unknown and inaccessible
to many, Standard Studio
wanted to bring some of
this hidden greenery beyond the borders of the
buildings to the streets.
"[The shop] should be
a little retreat in the city,"
says Jurjen van Hulzen,
Standard Studio's founder
and creative director. To
keep the tree happy and
healthy, the design team
fashioned a fertile soil and
irrigation system one level
below the shop.
A perfect example of
literally bringing the outside in. - Joann Plockova
AUGUST 2016
DESIGNRETAILONLINE.COM
GLOBALSHOP.ORG
Photo by WOUTER VAN DER SAR
http://www.DESIGNRETAILONLINE.COMhttp://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - August 2016