The contemporary lifestyle brand connecting consumers to the urban outdoors, Rains, has opened a 123sq m flagship in Amsterdam’s Canal District, marking the debut of a global retail concept developed alongside Stockholm-based studio Stamuli.
The concept introduces a new look, feel and personality into Rains’ physical spaces – with the vision to evolve alongside the brand. The launch coincides with Rains’ expansion into new categories, including homeware, underscoring its role as a one-stop destination to cater for the contemporary city-based lifestyle.
“For Rains, we designed a global concept defined by a continuous grid of tiles on floors and walls – a structure that organises the store while allowing adaptability. Concrete, steel, glass and textiles are combined with precise lighting and bespoke furniture, where every detail is built to last,” comments Emanuele Stamuli, CEO of Stamuli.
The design reflects the dualities of Rains – urban industrial and outdoor – through contrasts of futuristic elements and clean, minimal structures.
The Amsterdam flagship brings Rains’ global retail concept to life, immersing visitors in the brand’s universe through a carefully considered design and sensory experience. It will soon be followed by boutiques in Stockholm and Hamburg.
