shoeby
completed
april 2026
responsibilities
interior design
programme
brand store, 330 sqm
location
enschede, nl
completed
april 2026
responsibilities
interior design
programme
brand store, 330 sqm
location
enschede, nl
where the walk-in closet begins
Shoeby moves away from the idea of retail as transaction. Instead, the space becomes a destination for connection, inspiration, and care. It is designed as an extension of your personal world rather than a place you simply pass through. The concept concrete created is rooted in every woman's fantasy of the walk in closet. A place where identity, styling, and self expression come together. This reference translates into a spatial experience that feels both aspirational and deeply personal.
a flowing sequence of rooms
The store unfolds as a series of interconnected closet rooms. Open displays and intimate fitting areas alternate, creating rhythm and movement. Each space invites a different mode of interaction, from browsing to trying on to sharing. Materials and lighting shape a calm and feminine environment. Soft textures, curtains, and organic shapes create continuity throughout the space. Mirrors and warm lighting enhance the sense of intimacy and ease. Graphic prints and bold accessories introduce contrast and energy. These elements bring a playful tension to the space and reinforce Shoeby’s recognizable identity.
The store embraces the social side of dressing up. Lounge areas and styling zones invite customers to try, combine, and enjoy fashion together. It is as much about interaction as it is about clothing.
designed around personal connection
Shoeby has grown into a success through its commitment to offer a personal touch, genuine interaction, and above all, personal styling. Throughout the store, carefully placed touchpoints invite interaction between customers and Shoeby’s stylists. From the open floor to more intimate settings, the space encourages conversation, advice, and shared discovery. Dressing rooms and smaller, pocket fitting spaces are integrated across the store, creating natural moments for one-on-one attention as well as collective styling experiences.
These spaces are not simply functional, but designed to provoke connection. They allow personal guidance to unfold in a relaxed and inviting way, reinforcing Shoeby’s core strength: making every customer feel seen, supported, and styled with care.
welcome to Shoeby
From the entrance table to the fitting rooms, every element is designed to elevate the act of trying on clothes. Mirrors, lighting, and layout transform routine moments into something expressive and shareable. Beyond shopping, the store accommodates events, workshops, and presentations. It becomes a platform for gathering, creativity, and brand experience.
facts & figures
total area 330sqm
concrete
responsibilities interior design
team lisa hassanzadeh, melanie knüwer, emmanuelle blanc, romy warnars, ines monney
partners & collaborators
client shoeby, eu
project development bulsink group bv building ambitions, nl
construction partner bulsink group bv building ambitions with kek interieurbouw & afbouw, nl
press
''Shoeby opent inloopkast-concept: Geïnspireerd op walk-in-closet van Carrie Bradshaw” - fashionunited
