NOLABEL FLAGSHIP

NOLABEL opens a new flagship in the Mall of the Netherlands.

For the new brand store, CEO Peter van Kampen and Creative Director Menco Nieuwenhuis had a specific term in mind: evolution. Nieuwenhuis: “About three years ago, we made a major change in the collection area from 'suit brand' to high quality 'smart essentials'. This evolution is reflected in the quality of the online and offline content and we are now also translating this into a physical store.”

For the translation to a brand store concept, S-P-A-C-E projects was invited to do so.
Because of the minimal essentials of NOLABEL, S-P-A-C-E was inspired by the pioneers of modernist architecture, such as Frank Lloyd Wright & Ludwig Mies van der Rohe.

The interior of this brand store is built on a grid that is broken by diagonals in order to create dynamics in the space. By using oak panelling, the space gains warmth and becomes a more natural space within its context. Using recycled translucent facade panels, cabinets and a table, to play with light and shadow - something that is also characteristic of NOLABEL's photography. The emphasis in the design is on the importance of scale, the precision of size and detail and the relationship between the objects - just as is the case with clothing. Using this to create a minimalistic yet human interior, with an atmosphere that fully reflects NOLABEL as a brand.