X BANK at W amsterdam: the new epicenter of dutch design

connected to the W amsterdam hotel designed by baranowitz kronenberg is X BANK — the epicenter of creativity in the netherlands. situated within amsterdam’s red light district (at spuistraat 175), just steps away from the lively ‘nine streets’ and ‘dam square’, the 700 square meter curated space showcases the most comprehensive collection of dutch fashion, art and design labels in the world.

designboom attended X BANK’s official opening at the end of february 2016, getting detailed insights into its exhibition and retail programs.

the front desk designed by dirk van der kooij (see more of his work on designboom)
image © designboom

X BANK is an active concept store, an exhibition hall, installation gallery and meeting point that responds to a growing demand for innovation and more lively retail experiences. in its entirety, X BANK has been designed to give back and connect the people of amsterdam, standing as a creative incubator that highlights local creative talents. the former KAS bank property — from which the concept space takes its name — was designed by architect F.W.M. poggenbeek, and built between 1906-1908, before receiving an extension in 1932.

the duchess restaurant in the central hall of X BANK, with interior design by baranowitz kronenberg
image © designboom

on the opposite side of the street the W amsterdam hotel designed by baranowitz kronenberg. its owner, liran wizman, bought also the belle epoque KAS bank building and has restored it nicely (unfortunately during the 1960s, the property’s entrance was renovated, removing much of the original detailing). today, the magnificence of the original ornaments and the high ceilings make it a sanctuary in the heart of amsterdam. after having established the X BANK cultural center with a public art program to benefit the city’s cultural activities and the duchess restaurant (member of entourage group) in the central hall with its stained glass ceiling, 160 additional luxury accommodations and a remarkable spa will open soon.

‘the addition of X BANK will bring something new and exciting to amsterdam and is set to shake-up the hotel and retail industry.‘ – said liran wizman, owner of W amsterdam and europe hotels private collection.

designers alon baranowitz and irene kronenberg
image © designboom

on the X BANK store interior, baranowitz kronenberg has rendered a space that acts as a versatile backdrop — a composition of subtle tones and natural materials that include warm wood, sleek black tiled floors and industrial lighting. the goods displayed are elevated and take centre stage. alon baranowitz and irene kronenberg are responsible for the interiors of some of hospitality bastions of amsterdam, momo restaurant, izakaya, the buther…

architecture office winhov conceived the exterior, resulting in a scheme that retains the history and structural integrity of the original bank building so that it blends in with the existing urban landscape of the district, while still offering contemporary flair.

concept sketch of the first floor of X BANK – a spatial machine that can display complexity
image courtesy of branowitz kronenberg

the X BANK shopping experience on the first floor is a cutting edge retail space showcasing approximately 180 predominantly dutch labels. the philosophy is based on its customers’ demands for innovation, interest in purest representation and growth in the original purchase.

designers alon baranowitz and irene kronenberg previewing the displays
image © designboom

modular stacked wooden boxes form a flexible exhibition display and create ‘urban’ ephemeral pathways where visitors can linger, discover and engage with objects from more than 180 dutch labels. conveyor belts and a ceiling hanging display system create exceptional representations.
image courtesy X BANK

‘string gardens’ by fedor van der valk hang over safety deposit boxes that form the cashier’s desk
image © designboom

atelier ted noten‘s jewelry and ‘live beautiful die young’ /golden gun artwork is among the most expensive goods
image © designboom

from men and women’s ready-to-wear, haute couture, accessories, jewelry, art and product design, and furniture — the store offers a broad mix of product styles and diverse price points (some items start from as low as €5 to €100 000+ euro) under one roof, that cater to both a local and international audience.

we spotted hidden gems like victor&rolf‘s vintage clothing and their miniature display
image © designboom

some goods are wall-mounted or are hanging from the ceiling, like this classic dutch cargo bike by johnny loco
image © designboom

‘in communion of goods’ artwork by sema bekirovic, ice compressor, copper tubing, ice
in the 6-artist exhibition POTLUCK 1, curated by gijs stork, on until march 27, 2016
image © designboom

the ground floor of the building is predominantly used as an art gallery. it will host a series of small and large scale shows, lectures and talks that are open to the public. coined the X BANK art space, the inaugural exposition POTLUCK 1, presents a combination of abstract notions on new materialism through the practices of six contemporary artists — a universe of temporary constellations where objects, people, animals and chemical reactions trigger one another in acting out their parts. the gallery of X BANK is comprised of 88 meters of in- and outdoor video installations; 80 meters of distinctive vault event space; rotating exhibitions, workshops and lectures, as well as a creative residency program.

logo of X BANK and display of the more than 180 dutch (netherlands based) artists’ and labels’ names
image © designboom

jelle mastenbroek‘s ‘splendour lender’ cupboard stands as a porcelain jukebox
(see a video on the music making descending coin in designboom’s article here)

‘ginger blimp’ lamp by frederik molenschot mimics an organic earthly shape
image courtesy studio molenschot

mariette hoitink, founder of the HTNK fashion recruitment and consultancy company, is the fashion curator at X BANK.she is also co-founder of the amsterdam denim days and denim city, the first denim innovation campus.
image © designboom

‘paper pulp vase’ by iranian-born, amsterdam-based designer siba sahabi (see more of her work on designboom)
image © designboom

‘brick chair’ by sander wassink (see more of his work on designboom)
image © designboom

X BANK offers an eclectic range of products by dutch creatives with diverse price points
image courtesy X BANK

the new cultural exhibition and retail space acts as an incubator for dutch creativity
image courtesy X BANK

the store offers a broad mix of product styles — from men and women’s ready-to-wear to furniture
image courtesy X BANK

the X BANK advisory board (l-r): igor buercher, the general manager of W amsterdam; gijs stork, founder of magazijn and salon; mariette hoitink, founder and managing director HTNK; engin celikbas, partner at kesselskramer; and bram van der hoek, owner representative of W amsterdam as well as managing director of europe hotels | private collection and chairman of X BANK. collectively, they will ensure X BANK’s vision is met and followed through.