Amsterdam – In New York, you have The Line, a retail space set up to look like a lived-in flat. Now, in Amsterdam, there is The Loft, a retail environment with a similar premise – out with the showroom, in with the living room.
The Loft is a pop-up store curated by The Playing Circle, a firm that provides inspirational meeting spaces in Amsterdam for businesses who want to get out of the boardroom.
Planned as an annual one-month-long event, The Loft will be designed around a different fictitious character each year. This time, an 'eccentric person' was imagined to have lived there – an eccentric person with very good taste – and everything from the rugs to the knick-knacks are available to purchase. During its residency at the Cristofori Concert Hall, The Loft will also host events such as movie screenings, high teas and dinner clubs.
Aside from The Loft, we are seeing a range of retail spaces that are not only inspired by homes but aspire to look as if someone lives in them. For more, see our Home-tail microtrend.