dutch creative firm standard studio has completed the fourth branch of the popular cold-pressed and raw-food chain located along the prinsengracht neighborhood in amsterdam.
all images © wouter van der sar
already having realized the interior design of two other the cold pressed juicery stores, standard studio approached the prinsengracht branch with a more abstract vision. a play in contrasts is achieved throughout; light and dark; old and new; rustic and contemporary. keeping with the ‘green element’, this feature manifested in the careful attention to detail and seen in the different surface finishes that work together to instill an inviting atmosphere.
the selection of juices are stored inside the series of refrigerators
the focus of the scheme is the solid, floating 5.5 meter mahogany bar counter. this spans the length of the second half of the space and naturally draws customers to view the menu and back-lit selection of fruits.
‘we wanted to make two worlds.’ comments jurjen van hulzen, creative director of standard studio. ‘the first is the grab and go moment, in the old monumental part (marble stone floor, wooden beams etc), and the second part is the viroc box, decorated with refined furniture to create a ‘longer moment’.’
concrete and wood are the main materials used in the second half of the interior
the identity of the juice store is recognizable by the same branding created by build in amsterdam. a mirrored wall has been used –similar to the other stores– to give the illusion of a bigger space. meanwhile, the freshly made juices are stored inside built-in fridges positioned in a 45 degree angle where customers can enjoy sitting by the front windows or at the back, with the more relaxed sofa seating.
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