Wolford Amsterdam Flagship Store

On Amsterdam’s P.C. Hooftstraat, Studio Modijefsky designed the Wolford Flagship Store as a new retail concept for the Austrian hosiery and bodywear brand—intended as a prototype for stores worldwide. The 80 m² interior was realised in January 2019 for client Wolford. The assignment was interior design only: a compact luxury shop that frames product, craft and skin rather than a large-format boutique renovation.

From the street, a floor-to-ceiling wall of legs reads as an installation before it reads as merchandising, pulling visitors toward Wolford’s signature hosiery. Inside, hard and soft finishes sit in deliberate tension. Powder-coated fixtures and steel recall the factory floor; natural stone, travertine, sheer fabrics and the warm glow of hand-blown glass soften that industrial edge. The palette moves from pure white metal through creamy travertine and ribbed leather into muted purple and orange tones. Acoustic wool and combed plaster with a linear texture cover or leave walls raw, so delicate garments contrast with rough building surfaces.

Lighting carries much of the brand story. Continuous LED lines with L-shaped metal covers drop into low arches. Handmade blown-glass spool lights echo factory thread spools and attach to vertical and horizontal rails. Rails and spool forms also recall knitting machinery, tying the shop to Wolford’s industrial heritage and the soft netting used in the Austrian factory to protect tights from snagging.

The plan balances backstage and stage. Fitting rooms sit on an elevated platform at the rear; tall metal structures around each cabin are interlaced with soft fabric and vertical lights. Handmade cabinets with integrated drawers display product boxes at varying depths as sculptural furniture. A central totem shows fabric samples so customers can find their own nude shade against skin. That geometry returns in a travertine cash desk with an inlay for wrapping paper, turning payment into a brief ritual. Window “blushes,” lightboxes and editorial imagery replace conventional mannequin legs; a sheer curtain embroidered with a body illustration by Emmy-Koos Meijer closes the rear.

Studio Modijefsky’s scope is this Amsterdam flagship interior and the concept language later echoed in other Wolford stores. Photography by Maarten Willemstein. The project was part of the Raumprobe Materialpreis 2019.