#standard studio

Addicted To Retail (ATR) presents: Standard Studio plays with contrasts inside cold pressed juicer in Amsterdam.

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.

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 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’.’

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.

wood, grey and minimal white...

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Addicted To Retail (ATR) presents: The Cold Pressed Juicery by Standard Studio in Amsterdam, The Netherlands.

After the completion of the first design for The Cold Press Juicery at the Willemsparkweg, Standard Studio got asked to create their second store at their new location. On the corner of the Herengracht and Gasthuismolensteeg, amongst the bustling Nine Streets, this small 23sqm corner shop is in a prime location with a view onto the Amsterdam canals.

The combination of the beautiful canals, with the architecture, culture and history create an almost fairy tale setting. But many people don’t know that behind these majestic buildings are huge indoor gardens, sometimes even bigger that the houses themselves (just look on google maps!). Only a few lucky ones get to enjoy it, giving Standard Studio a good motive to bring this green ‘outside’.

The focus of the design is the living tree located in the middle of the store, providing a calm environment from the hectic pace of the city. The tree is a symbol of nature and a reference to the daily fresh ingredients used to produce the juices. An ‘urban retreat’, a place to come and unwind under the tree with a refreshing drink. For the thousands of tourists who walk by the shop every day, they’ll find a pleasant surprise among all the exuberance of retail and high-tech solutions from the bigger brands.

For their graphic identity and branding, The Cold Press Juicery recruited Build in Amsterdam to conceptualise a new identity. Standard Studio then took this blueprint and translated it into the space, giving the store a fresh and modern look. 

The background and the diagonal lines of the design have been translated into the material with black and pink powder coated steel and wooden slats. The slanted lines are recurring, they are used to accentuate the wall and the ceiling above the counter adding warmth to the design. The wall is finished in the same pink as the counter, and underneath it are all the refrigerators, finished with black coated steel. 

Customers can get their own juices from the refrigerators placed at the front of the store. They have been set into the wall which has been covered with mirrors to create the illusion of a bigger space. In order to keep the real tree alive, the architects have created a big bucket in the basement with fertile soil and irrigation to allow the tree a healthy life. 

*All images by Wouter van der Sar