Enter The Loft
Reoccurring conceptual pop-up shops have become the latest and most innovative way to access up and coming ideas in design and fashion. By opening up home spaces to photoshoots, conceptual stores and events, a new trend in home design is emerging.
Last summer The Playing Circle organized a conceptual pop-up store based in an apartment in Amsterdam where every piece in the space was for sale. The apartment was fully furnished, resembling a well inhabited home with tasteful decor and unique designs. Being able to see each piece in use brings enourmous versatility to how people decorate their own homes and reinvents the shopping experience. Conceptual spaces such as the Witness Apartment and The Line in New York City as well as The Apartment in Denmark have opened their doors to the creative community with dynamic programming and a new way to shop.