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Joshua: We have a big community focus already, but especially going forward. We have different layers of how we approach that; but for these big openings, we really want to come with a splash. There will be 150-plus people joining us at the store, and it will be a total blowout celebrating the space, the community and this new version of Rains. But beyond the party, this is the first time we are celebrating a store more broadly. For instance, we just did a pop-up with De Bijenkorf, as well as a community bike ride. And alongside that, we did some out-of-home advertising, which has been a new investment for us. We’ve never done OOH for a local store opening before. So this is our take on a city takeover.Virginia Tech Hokies Turkey With Win Shirt
Daniel: It’s a matter of timing. Amsterdam was in a situation where they needed a stronger, broader presence. We’re also going to open new store formats in Stockholm and Hamburg before the end of this year. Daniel: We created it with a Stockholm-based agency called Stamuli, and the owner is actually of Italian background. He did our first store in Shanghai and our Madison Avenue store in New York. He’s brought in some warmth and a new perspective to our retail design. The Amsterdam store reflects both the cold Scandinavian minimalism in materials and expression, but also to a certain extent, it has that Southern European touch to it. I really like the contrast of these two things, which I believe is rather obvious in the store.
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