Live Fast Die Young opens Flagship-Store

Amsterdam, Netherlands

The new flagship store in the heart of Amsterdam not only marks the first non-German-speaking location, it also initiates the internationalisation of the brand. A special position that is also reflected in the innovative store design with Schwitzke & Partner. LFDY goes international Around 100 m² in a prime location: the new streetwear store is located at Hartenstraat 5c in Amsterdam’s Nine Streets area, a district known for its designer boutiques and vintage stores. “The new location is the answer to the great demand in the Dutch influencer and rap scene. The location could not be more fitting and creates the best conditions for the special step we are taking with the new store,” says Karl Krumland CFO/COO at LFDY. “We are very pleased that our brand is now also receiving attention across countries and we work every day on the international orientation of our label. Amsterdam is a first and important pillar here.”

The interior also underlines the special character of the store: In cooperation with the architect team of Schwitzke & Partner, LFDY has developed a unique flagship store concept that clearly stands out visually from the previous store design: Brushed stainless steel meets matt, glass bead blasted surfaces, the interior is bright, open and minimalist in design. At the same time, the architects continue to rely on the tried-and-tested showroom concept that transfers the brand’s identity to the new retail space. “In the course of internationalisation, Amsterdam plays a pioneering role for LFDY. We wanted to make this clear visually as well,” says Tina Jokisch, Managing Director, Schwitzke & Partner. At the same time, the brand character must not be lost. The new store design is therefore a combination of differentiation and togetherness.

 

 

Photos: C. Ludwig

LFDY Store
Amsterdam, Netherlands

LFDY Store
Amsterdam, Netherlands

LFDY Store
Amsterdam, Netherlands

LFDY Store
Amsterdam, Netherlands

LFDY Store
Amsterdam, Netherlands