YOI store
Type: Retail Location: Amsterdam Client: YOI Team: Bart Reuser, Marijn Schenk, Michel Schreinemachers with Rolf Pederson, Joost Lemmens, Filipe Pocas, Jeroen Bos Floor area / size: 30 till 100 sqm Cost: Euro 40.000,00 Status: On the move
On the move in 48 hours
The challenge was to design a fashion shop which can be moved to another location within 48 hours. A shop which is not merely a place for selling clothing, but fluid in its state of being. It was obvious to combine these two goals, using as a starting point the four values of YOI: AUTONOMOUS, POLYVALENT, environmental, DYNAMIC.
The design consists of four elements that can be arranged in a multitude of ways for an infinite number of eventual locations. The first and most important element is the floor, which is constructed out of standard plastic pallets. Other elements - like large rotatable mirrors and clothing racks/frames- can be attached to these floor pallets. All back-stock and other inventory is placed in open containers that form part of the display: everything is visible, everything is movable, fluid.
Since the first store opened in the Declerqstraat, Amsterdam in November 2006 YOI has opened its doors at several locations throughout the city and its products were on show at a number of events and festivals. Meanwhile the collection has been adopted by major Dutch department store The Bijenkorf.
