Hunkemöller International certainly isn't a business that leaves anything to chance. They asked the firm Storeage to design a flagship store – their third store in Amsterdam. In December 2016 the drawings were provided for the store from the shop-in-shop interiors for the brands Private and Noir to the sports concept HKMX. However, the look and feel still had to be determined via meticulous application of material and furnishings.
According to Keijsers' Marc Heinen, "We know Hunkemöller extremely well, having done over 150 stores for them all over Europe. We united the companies responsible for the execution of the work into a dedicated construction team. At Hunkemöller's head office, there is a mock-up store in which we were able to test everything. We conducted intensive and direct discussions with Hunkemöller's management to ensure that the official opening could go ahead on 14 February 2017. It was a real titanic effort."