The Loft is our periodically recurring conceptual pop-up store. The edition we did in The Vaudeville Theatre was our winter, or second, edition. We were very happy we could refurnish the theatre into a Loft because during the past years we’ve had many remarks about the space. It was everyone’s fantasy to live in the space. With the Loft we could finally see for ourselves what that would look like.
The difference with the usual setup was jaw dropping, as you can see when you compare these pictures with our project ‘The Vaudeville Theatre; below. As you can imagine, it was very hard for us to take everything down after three weeks.