DOUXE has opened its first flagship store in Amsterdam, designed by hd+vk. DOUXE develops high-quality beds, bedding and bath products that can be found in luxury hotels around the world. In The Netherlands, DOUXE has made private collections for Pulitzer Amsterdam and Hotel Okura, among others. The concept of the store seamlessly merges hospitality and retail, offering customers a unique and luxurious shopping experience. Entering the store, they will notice the hotel-inspired spaces, a remarkable cash register cocktail bar, lavish finishes and unusual retail-hotel lobby crossover.
DOUXE's flagship store is an example of the new generation of stores where the customers’ experience and engagement are at the core of the interior design, bringing people from behind their screens to the physical stores to support local businesses.
Vahid Kiumarsi, the hd+vk creative director explains: "The DOUXE flagship store in Amsterdam was a great opportunity to put our hospitality experience into a retailproject. The challenge was creating a complete hotel experience while the products of DOUXE were the central attention points. The result is a hotel lobby to close deals, a bar showcasing pillows and guestrooms where you can buy about almost everything. Various hotel elements inspire different areas in the shop, such as reception, bar, lobby, corridor and guestroom."
The store serves as a hub for DOUXE to share its inspiration and interest with guests while offering a range of carefully curated products. The client's journey is memorable, exciting and engaging, reminding them why they are buying these products and appreciating their loyalty.
Liselotte Koenders, Managing Director of DOUXE Hotel Luxury says; “For the design of the retail concept, we chose hd+vk, due to their vast experience in hotel design. We did not want a retail store with hotel elements. Our wish was for customers to literally step into the hotel world. Hd+vk did an amazing job of making our dream come to life. The DOUXE retail concept is a symbiosis of hotel and retail design. For the build and furniture development we used Culi Nova and Hutte Bouwers”.
DOUXE's flagship store is an example of the new generation of stores where the customers’ experience and engagement are at the core of the interior design, bringing people from behind their screens to the physical stores to support local businesses.
"The function of a physical store is today’s discussion for every brand. We believe that the link between offline and online is very important to shape a brand and to offer depth. DOUXE is a brand that needs to be experienced and touched, which can now take place at this new concept store." Helge Docters van Leeuwen the founder of hd+vk, elaborates.
The DOUXE flagship store will open in March 2023 in the Czaar Peter neighbourhood in Amsterdam. DOUXE was founded by Bart Kleiman back in 2010 as hotel bed and bedding supplier. The brand was soon discovered by hotel guests who wanted the same comfort at home. This resulted in the start of the B2C division with a dedicated web-shop providing unique hotel products to purchase for home. Liselotte Koenders joined DOUXE in 2017 to build the B2C brand, starting with a complete rebranding and a showroom in The Hague. The next phase in the growth of the brand is a retail concept that embodies what the brand is all about. A place where both hoteliers and consumers can be inspired and buy unique hotel products.
Team:
Architects: HD+VK
Photographer: Helena Gurowitsch
