A new fashion retail store chain has hit the streets of Europe. Stills! Nice fashion, hopeless store design! This is a fashion store that has became an architect's nightmare. A retail concept and design gone wrong ... Stills in Amsterdam.

Take for example the Stills Fashion Store in Amsterdam ... it has don't get met wrong by all accounts nice even great fashion, however hopeless store design!

Spare me for architects that design retail stores
Here we have a store design that tries to make a trendy statement, its intention unclear (too much explanation is anyway useless in retail design) and the look and feel confusing - too much going on! Clearly the Brand tried to do something different – whatever that may be - and requested an Architect to design the store interior.

Now we should by enlarge all know that Architects - however great - have very little understanding of the dynamics of retail, merchandising and consumer needs.

A retail store design that intimidates people, that makes shoppers uncomfortable that misses the most basic understanding of what shoppers need like no hooks in the fitting rooms is useless.

Stills Amsterdam succeeds  to baffle me and to disappoint me and most shoppers, not because of their clothes (they are nice) but because of their choice of retail interior design.

Mirrors for example on the outside instead of in the fitting rooms.  The routing is totally wrong leading you to always be afraid of bump into something. It’s more a sculpture or an artistic statement than great store design.

Stills – Amsterdam
www.stills.eu