Contemporary lifestyle brand Rains has just opened a 123 sq m flagship in Amsterdam’s Canal District, marking the debut of a new global retail concept for the label developed alongside Stockholm-based studio Stamuli.
It offers a new “look, feel, and personality” for the Danish outerwear-focused label’s physical spaces with the company saying the vision is set to “evolve alongside the brand”.
The concept will soon be applied to boutiques in Stockholm and Hamburg as well.
It’s a crucial time for the label as the launch coincides with its expansion into new categories, including homewares, “underscoring its role as a one-stop destination to cater for the contemporary city-based lifestyle”.
We’re told the design “reflects the dualities of Rains—urban industrial and outdoor—through contrasts of futuristic elements and clean, minimal structures”.
Key features include floors and walls that follow a seamless tiled pattern, “defining the spatial rhythm and guiding movement around the store”; bespoke furniture with Stamuli having designed custom furnishings “to be representative of the brand’s identity and create an environment unique to Rains”.
There are “organic-meets-industrial elements” with one-off fittings in brushed steel, textured glass and tiled geometric patterns that balance soft textural additions; an interesting colour selection “from darker hues to a more refined range, anchored by a distinctive yellow chosen for its impact”; and “technology as storytelling” with skylight-inspired LED installations to “create the feeling of an ever-changing sky”. The screens “are left intentionally lo-fi for a raw, brutalist feel”.
Emanuele Stamuli, CEO of the eponymous studio, said: “For Rains, we designed a global concept defined by a continuous grid of tiles on floors and walls—a structure that organises the store while allowing adaptability. Concrete, steel, glass, and textiles are combined with precise lighting and bespoke furniture, where every detail is built to last.”
And Rains founder Daniel Brix Hesselager (who also took over as CEO two months ago), added: “Our stores are conceived as more than retail spaces—they are the truest expressions of the brand. To us, they’re opportunities to educate our consumers about our world of the urban outdoors. This concept reflects our Scandinavian heritage—clear, functional, and made with durable, long-lasting materials—blended with our futuristic industrial DNA. It is a blueprint we can carry worldwide as retail becomes increasingly important to our business.”
