Conceived by Concrete Amsterdam, the inaugural European flagship store for Steve Madden in the Westfield Mall of the Netherlands represents a significant departure from conventional retail design. The ambiance translates the brand’s foundational New York City identity into a cohesive and immersive three-dimensional experience.

The overarching concept that Concrete Amsterdam worked with eschews a literal interpretation in favor of an abstracted, aerial narrative. It positions the customer above the city’s hustle to explore a landscape inspired by its iconic rooftops. This thematic approach is executed through a series of modular aluminum towers that function as the primary display system. The visually striking structures are highly adaptable to allow merchandise presentations to be dynamically reconfigured for various collections and promotional needs.

Image Credit: Steve Madden