You might as well forget everything that you’ve ever heard about stores and the concepts behind them. This shopping highlight in Rotterdam likes to break with tradition, which is why it constantly strives to follow new and, for the most part, highly unusual paths. Brothers Alexandre and Anibal Furtado have managed to get the Damage Playground off the ground twice over. It initially existed as just an online shop, but this was joined by a bricks-and-mortar store selling tangible goods in 2012.
There was never a real plan behind it though. Because both founders and store operators are always open to new ideas and constantly need to get to the bottom of things before they can optimise them, it was simply the way it was meant to be. Selling exclusively online also proved too one-sided and boring, and over time a feeling of dissatisfaction took hold as they ran up against certain limits time and time again. Many of the items on sale simply cried out to be thoroughly explained to customers. Furthermore, showcasing the products properly is extremely important, which isn’t so easy to achieve in a virtual environment. „We wanted to come into direct contact with our customers by means of a hybrid store that gives us tremendous flexibility and freedom. Our goal was to create a meeting place for like-minded people,“ explains Alexandre Furtado.
Everything under one roof
This place doesn’t necessarily focus on the latest trends, which everyone else pounces on at ever-decreasing intervals. It is more about offering a range of non-seasonal wear – stocking products that stand out for their durability, good quality, a sense of fun and originality. And innovation still plays an important role here, too – especially when the customer is invited to participate. In other words, by letting a customer turn into a supplier. Garments that are hanging unworn in a customer’s wardrobe can end up in Damage Playground, waiting for a new loving owner. The ‘customer archives’ form a vintage section in the store, ensuring a continual supply of nice surprises for the clientele. This is also seen as a positive action and goes some way to overcoming the negative image of our throwaway society. However, at the end of the day, Damage Playground aims to be seen as a modern venue hosting a varied and frequently changing programme of events, turning it into a platform for innovative ideas and their designers. It’s not just a question of fashion here. It’s about having a wide range of products and activities on offer. In addidtion to film screenings, readings and music events, Damage Playground also stages art exhibitions and presentations of fashion collections.
An inviting place
The store has been designed to be very clean and minimalistic. Inspiration for the planning came from Tadao Ando – considered one of the best-known contemporary architects, albeit self-taught. The influence of his design concepts – namely his focus on transparent geometry – is evident here. The high ceilings and the massive glass façade bring a definite charm with them and lend a theat- rical air to the store. The current stock may be low-key, but it provides an astonishing level of flexibility. The predominantly male fashion range is made up of relatively new brands from across Europe. The brands are always selected on the basis of their authenticity and creativity, while ensuring a careful balance between wearability and originality. „We are going our own way and are still a long way from reaching our destination. This store represents a constant challenge for us, which we very much enjoy facing,“ explains Furtado.
