A new shop with a great concept opened at the end of last year in Amsterdam. The New Label Project hires out display boxes of varying dimensions to up-and-coming Dutch designers, as well as other nationalities, so that there is a permanent place for customers to seek out their wares.
The tagline for the shop is ‘creativity in a box’ and new designers are constantly being welcomed into TNLP ‘family’ – for that is the vibe that it has thanks to the friendly and enthusiastic people behind the concept, Giulia and her business partner Christian.
The first Nordic designers with products snuggly positioned in their own boxes in-store are two Finnish creatives. The first of these is Nurmi, a sustainable clothing label based in Helsinki. For the brand, sustainability means quality, long-lasting design, ecological materials and – above all – clothes to cherish that are built to last. The brains behind the brand is Anniina Nurmi, who also writes about green textile practices and ethical clothing consumption on her website (in Finnish). From sleek silhouettes in charcoal grey to vibrant block prints, dresses in the SS12 collection are made from 100% fair trade organic cotton or viscose blend fabric that has been around for years, textile industry leftovers which have been given a new lease of life.
The second Nordic arrival is the arts and crafts label LaSiTe. Creating unique pieces exclusively from glass, artist Sirkku Lahtonen is inspired by the stained glass seen in churches and other public spaces across the Finnish landscape. Contemporary glass objects – from accessories to decorative plates – are shaped with a variety of techniques, working the glass by methods of smelting, sandblasting, engraving and painting, all carefully crafted by hand for custom-made items.
The shop is open from 10.30 am to 6.00 pm except for Thursdays when it is open 11.00 am to 7.30 pm (closed on Sundays and Mondays). There are also regular events held in-store!
The New Label Project
1016 LT Amsterdam
Tel : 020 621839006
(photography by Alexandra Feo)