hilfiger denim

adapting the brand


rpa:group worked with the internal concept and project management team at Tommy Hilfiger, on the new Hilfiger Denim store in a premium location on the vibrant Kalverstraat in Amsterdam.


The store was designed according to a wholly new denim concept, where an industrial look is combined with chic furniture and new display concepts. Visual rooms are set between divisions created by Large factory style crittall windows one would expect to find in a New York loft conversion. Men’s denim and women’s denim is separated through the middle of the store by a space that leads to the service desk, and creates a hub for the entire store, where customers can browse footwear and accessories, use the instore iPads to shop online or enjoy a freshly made coffee whilst having alterations made to their purchase on a vintage sewing machine.


It is a tribute to the brand’s unique, youthful heritage and reflects its ‘prep with an edge’ spirit,” with the introduction of materials such as rustic woods, polished steel, tin ceiling tiles and a mix of polished concrete and timber flooring, perfectly balancing old and new. The launch of this new Denim concept is very much the brand’s new retail identity, to be delivered throughout Europe.

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