On December 18, 2021, the streetwear label Live Fast Die Young (abbr. LFDY) celebrates a special opening: the new flagship store located in the heart of Amsterdam, not only marks the first non-German-speaking branch, but also initiates the internationalisation of the brand. A special feature that is also reflected in the innovative store design by Schwitzke & Partner.
LFDY goes international
Roughly 100 m² in a premium location: the new streetwear store is located at Hartenstraat 5c in Amsterdam's Nine Streets area, a neighbourhood known for its designer boutiques and vintage stores. "The new location is the answer to the great demand among the Dutch influencer and rap scene. The area could not be more appropriate as it provides the best conditions for this special step in opening a new store," says Karl Krumland CFO/COO at LFDY. "We are very pleased so see that our brand also receives cross-national attention, and we are constantly working on the international expansion of our label. Amsterdam, therefore, is not only the first but also an important pillar in this implementation."
Store design: Innovation meets tried and true trademarks
The interior also underlines the special character of the store: In cooperation with the architect team of Schwitzke & Partner, LFDY has developed a unique flagship store concept that clearly stands out visually from their previous store designs: Brushed stainless steel elements are accompanied by sandblasted glass surfaces. The minimalistic inside is bright an open with green details. At the same time, a team of architects have continued to rely on their tried-and-true showroom concept that carries the brand's identity in their new shop space. "In the course of internationalisation, Amsterdam plays a leading role for LFDY. We wanted to illustrate this from a visual point of view as well" says Tina Jokisch, Managing Director, Schwitzke & Partner. "At the same time, the trademark characteristics of LFDY shall remain recognisable. The new store design therefore stands for the connection of distinction and cohesion."
Limited Edition: LFDY Opening Drop
For the opening on 18 December, the streetwear brand will launch a limited drop, available online at livefastdieyoung.de or in the LFDY stores in Munich, Berlin, Düsseldorf, Cologne and Amsterdam. The pieces celebrate the internationalisation of LFDY: a hoodie and corresponding T-shirt characterise the limited stock. In addition to a large back print and a minimalistic front print, the selected pieces from Live Fast Die Young are equipped with a special "Limited Edition" hangtag.