From an urbanistic point of view, when a new route is built between two busy spots of a town, that space becomes a mere passageway that people want to get through as quickly as possible. These areas therefore are quite problematic from an urbanistic point of view, where businesses struggle to survive despite their central location. Amsterdam’s Raadhuisstraat, built in 1895 between the Royal Palace and Westerkerk, the city’s two main waterways, is an accurate example of this phenomenon. Even though set against the backdrop of stunning 17th century architecture, the picturesque setting could not convince locals to stay and spend some time here, making the route an underwhelming, if not miserable place.



Luckily, some entrepreneurs saw the hidden potentials of the street, and started a minor mission to turn it into the nr.1. destination for cool shopping in Amsterdam. Theodor Kuster and Jelle Lispet have been operating a fashion and pr agency for some years now, so they acquired quite a good expertise of what’s in and out on the trend front. The accumulated knowledge was turned into a physical shape in the form of the Pelican Studio, a concept store specialising in men’s and women’s apparel, accessories, and footwear. Style-wise, their palette goes from sporty to chic as represented by the hippest brands like Wood Wood, Maison Kitsuné, or Ami, amongst others. 





The interior was designed by local creatives Framework Studio, who were self-declaredly inspired by ‘80s TV series Miami Vice. The show’s holiday-like, tropical environment is translated to the extensive use of pastel colours throughout the space. Furniture features the most basic geometric shapes that let the charming hues steal the show. To avoid going too ice-cream soft, the expansive front windows and skylight allow for ample daylight to bring the muted colours to life, adding a bit of movement to the space.





The shop occupies two ground-floor spaces, and also includes a coffee corner run by some well-known hospitality entrepreneurs of the city. On the upper floor, a simple event space was created, that is suitable to host exhibitions, parties, and gatherings not only by the Pelican crew but as it is available for rent, it awaits everyone who wants to discover this hidden part of town.





Source: Superfuture
Photo: Beter Baas