To state that I have a thing for great (brand)stories, would be pointing out the very obvious. And yet, here we are. Let’s say, some things, you simply cannot stress enough. A place to find many great stories is at “De Hallen”: home to many social, innovative and creative enterprises. Today I’d like to tell you about this one specific fun concept store called “Unobvious”.
Unobvious is a lovely collective that develops, designs and displays creative concepts. It is what one’d call a creative playground.
A few years back, the unobvious founders had their eye on an atelier at De Hallen. Part of the deal (lucky us) whas that they’d come up with a concept that would creatively contribute to De Hallen. Guess you could say that was definitely mission is accomplished. They thought of a pop-up shop that would be focused on adjusting the exclusive stigma of design. In other words, very artsy prints and objects would be presented in a different kind of setting, more like a very accessible mini market.
Today the day, they present not only their own work, but also the results of beautiful collaborations between artists. Al though the entire concept and also setting is very much accessible, don’t be fooled lovely folks. Everything is very much thought through and curated.
This process of curating unobvious takes some time though. It all starts with a theme, followed by the search of the right artists and products. This means that the shop sometimes changes a few times a year.
Also, if you find yourself at one of my other favourite conceptstores in town, Hutspot, don’t be surprised if you find a real unobvious gem hanging on the wall. And a little tip, as shopping can still be quite intense, you’d probably want to treat yourself to a re-fuel stop at the neighbours of unobvious: De Foodhallen.
Hannie Dankbaarpassage 8
1053 RT Amsterdam