Applied Art Forms Opens a Homey Flagship in the Heart of Amsterdam

Summary:

• Applied Art Forms has opened its first flagship store in Amsterdam, designed as both a retail destination and a cultural hub for the city’s creative community.
• Founder Guy Berryman applied his architectural background to craft a space that features bespoke furniture, mid-century pieces, and warm, inviting design details.
• The flagship is located at Utrechtsestraat 139, Amsterdam, and is now open.

In recent years, fashion has seen a renewed focus on offline retail experiences. Brands like Diesel, Gentle Monster, and even tech-forward spaces such as tm:rw are prioritizing the creation of engaging physical stores that foster community, connection, and creativity.

The latest example of this shift comes from Amsterdam-based fashion label Applied Art Forms, which has just opened its first flagship in the city. Described by founder Guy Berryman as “not merely a retail space, but a cultural hub for the city’s creative community,” the store embodies the brand’s philosophy of design-led authenticity.

A former architecture student, Berryman drew on his knowledge of spatial design and his ethos of meticulous attention to detail when crafting the new space. The building’s original Amsterdam wooden frame structure has been preserved and reimagined through a contemporary lens, featuring raw concrete surfaces, glass bricks, and playful mirrored details.

Furniture-wise, the space combines bespoke pieces designed by Berryman with mid-century furniture from his private collection. Additionally, warm, low lighting enhances the inviting atmosphere, creating a place people genuinely want to spend time in. “This store isn’t just about retail – it’s about bringing together a community of like-minded people who understand design in its many forms. It’s designed from the heart, like a home I genuinely want to spend time in,” says Berryman.

Beyond the interior design, the selection of fashion and lifestyle items has been carefully curated. Alongside Applied Art Forms Atelier pieces and ready-to-wear collections, visitors will find art books, periodicals, footwear, sunglasses, and jewellery.

The store unfolds across a series of thoughtfully designed zones, including a vinyl bar with a Japanese-style vinyl wall, modular record shelving, and a bespoke sound system designed by Berryman himself. This modular layout allows the space to transform for DJ sets, exhibitions, talks, and creative gatherings – enabling visitors to experience the Applied Art Forms universe in a way that goes beyond product.

“This flagship represents the physical expression of the brand. It offers a context through which people can understand our garments, our influences, and our values,” Berryman concludes.

The Applied Art Forms flagship store is located at Utrechtsestraat 139, Amsterdam, and is now open seven days a week.