Architecture and interior design studio El Departamento, under the leadership of Alberto Eltini and Marina Martín, has unveiled the design for Nude Project's new Amsterdam flagship—a 250+ sqm space where streetwear, art, and critical thinking coexist within a narrative inspired by Stanley Kubrick's filmography. More than just a retail space, the store reflects both the brand's cultural ethos and offers commentary on Amsterdam's complex identity, particularly the tension between individual freedom and social control.
A Kubrickian take on Amsterdam
Located in a striking corner building in central Amsterdam, Nude Project’s new flagship is conceived as an architectural translation of both the city’s DNA and the brand’s artistic ethos. El Departamento, led by Alberto Eltini and Marina Martín, grounded the design in a deep reading of Amsterdam’s urban and cultural context: its Calvinist roots, its Golden Age as a haven for misfits, its pragmatic approach to law and morality, and the thin line between individual freedom and social control. A fitting backdrop for Nude Project’s vision, articulated through its motto: By Artists, for Artists.
Within this conceptual framework, El Departamento crafted a spatial narrative infused with the symbolic language of Stanley Kubrick’s films. Known for his incisive explorations of power, human psychology, and moral boundaries, Kubrick becomes a narrative vehicle to express the shared spirit of the brand and the city. The store unfolds through a cinematic sequence of spaces inspired by films such as ‘The Shining’, ‘2001: A Space Odyssey’, ‘Eyes Wide Shut’, and ‘Lolita’, each establishing a symbolic dialogue between the brand’s identity and Amsterdam’s cultural fabric.
A two-level immersive journey
The façade, finished in a chocolate-brown hue synonymous with Nude Project’s visual identity, frames large windows that reveal the double-height interior. On the ground floor, visitors enter through a vestibule anchored by a stone sculpture topped with an angel, acting as the gravitational center of the store. At the rear, a staircase leads to the upper floor, accompanied by a sound installation created by Madrid-based artist Lucas Muñoz, featuring technical speakers encapsulated within a sculptural wooden frame.
To the right of the entrance, the ‘2001: A Space Odyssey’ room hosts Nude Project’s premium collections. This retro-futuristic environment combines brushed stainless-steel flooring, backlit perforated wood panels, and a ceiling composed of illuminated geometric screens. A dark green curved sofa and a softly contoured central display introduce the brand’s signature color palette into the space.
To the left, the ‘The Shining’ room houses the accessories area and checkout. Evoking the 1970s hotel aesthetics of Kubrick’s film, this space features materials such as wood, steel, Persian carpets, and illuminated glass block walls. A pool-table-inspired central display further anchors the visual coherence of the store.
The upper-level divides into two distinct wings. To the left, the ‘Eyes Wide Shut’ gallery space is defined by butter-colored glossy walls with arched, backlit niches and stainless-steel profiles, creating a dreamlike atmosphere in dialogue with the film’s ceremonial spirit. Overhead, a vaulted ceiling serves as the canvas for an expansive fresco painted onsite by Málaga-based artist Pedro Hoz.
On the opposite side, the ‘Lolita’ room offers a more sensual, contemplative experience. Entered through an arched, deep red ceramic-lined passageway, this intimate space blends dark wood, velvet, leather, and warm green and red tones. Custom wood paneling weaves through the space, morphing into built-in benches, vinyl and book displays, and a burgundy leather sofa. At the far end, a secluded alcove furnished with a curved sofa creates the most intimate corner of the flagship.
Where art, design and community intersect
True to its previous collaborations with Nude Project, El Departamento has created a space that transcends traditional retail to become a multidisciplinary cultural platform. Collaborations with artists such as Lucas Muñoz and Pedro Hoz reinforce the store’s mission to serve as a meeting point for artistic expression and community building. Reflecting the brand’s motto By Artists, for Artists, the Amsterdam flagship blends art, design, and brand identity into a cohesive experience that goes beyond commerce and connects directly with its creative audience.
This opening marks another major milestone in Nude Project’s European expansion and further solidifies its ongoing partnership with El Departamento. It is a bold statement about the potential of retail as a powerful medium for storytelling.
