In Step With Fu­ture


A woman’s favourite wardrobe es­sen­tial – shoes -- when clubbed with an aura of top-notch names au­to­mat­i­cally tin­gles her shop­ping buds. Shoe­baloo walks into the frame in the heart of Am­s­ter­dam with shoes to splurge on and a look to lure.

The brand Shoe­baloo has a his­tory of 38 years, 7 stores and an on­line pres­ence. It is home to the big names which spell lux­ury in the world of shoes. The very idea of Shoe­baloo is for the cus­tomer to go through a jour­ney of dis­cov­ery where the shoes ap­pear as pre­cious trea­sures; if you at look the price tags, you’d take it lit­er­ally! Most Shoe­baloo store win­dows have a mys­te­ri­ous feel and re­veal lit­tle of what lies be­hind. For its flag­ship store in Am­s­ter­dam, the brand de­cided to take a dif­fer­ent route and a fu­tur­is­tic ap­proach crept in with the vi­sion of MVSA Ar­chi­tects who de­signed most of the stores for the brand. The el­lip­ti­cal shape takes the front seat and be­comes the core of store iden­tity. An el­lip­ti­cal store win­dow gives a peek into the store. The trans­parency is backed with glow­ing white bright light that presents a stark colour con­trast be­tween the out­side and inside, draw­ing the fo­cus to the store. For ob­ser­vant on­look­ers, the two el­lipses within the el­lip­ti­cal win­dow fur­ther showcase the depth of the store. The play of lines emerg­ing from the store win­dow gives the passers-by a fair view of what holds inside the store, at same time cre­at­ing a sense of in­trigue. This view which be­holds the on­look­ers has high po­ten­tial of con­vert­ing them into cus­tomers or at least walk-ins. Inside the store, the plan form has two el­lipses grav­i­tat­ing to­wards each other. This con­cept is vis­i­bly brought out with the floor­ing pat­tern. White mar­ble with black veins form the el­lipses and the space in be­tween is de­signed as an in­verse com­bi­na­tion of black mar­ble with white veins. With such a de­sign con­cept, the three-di­men­sional view of the store flows with the plan. The walls are pre­sented in con­tours, clad with lay­ers of pure white Hi-Macs, a solid sur­face ma­te­rial. Con­tin­u­ing with the play of lines on the walls, the dis­plays are fash­ioned from thin­ner lay­ers of translu­cent Hi-Macs un­der­lit with LEDs. The dark el­lipse ceil­ings fea­ture a pat­tern of fluid, bright, glow­ing lines that twist through a starry sky. The walls on the store pe­riph­ery are strongly de­fined as dis­play zones, while the en­tire cen­tral space is planned as a move­ment zone. The ma­te­rial used and the dom­i­nance of the bright white coloured in­te­rior is clear sign of de­sign clar­ity as the shoes starkly stand out. De­sign in­no­va­tion is al­ways a chal­lenge with small spa­ces. This 81 sq. m. space ex­em­pli­fies the re­tail no­tion of ‘at­tract to sell’. Also, to­day the word ‘fu­tur­is­tic’ is strongly as­so­ci­ated with tech­no­log­i­cal ad­vances. One look at this new

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