The Loft – Conceptual Pop-up Store by The Playing Circle

The Loft is a project of The Playing Circle Company from Amsterdam that represents a periodically recurring conceptual pop-up store. Loft is a showroom concept, a space arranged as a house in which all the supplies and decorations are for sale, including carpets, books and pieces of art. Loft has been opened to the public for a month and it hosted several activities: conferences, tea nights, movie nights, etc. All the parts that contribute to the arrangement of The Loft are the expression of the vision of Playing Circle in terms of furniture and decors that can reanimate a home.

The Dutch designers are in love with natural and raw materials: wood, steel, leather, glass and ceramics. These materials speak for themselves about the attention and love invested in a product and they can show the age, origin and history of that product. All the existent pieces of furniture in The Loft are made by people, not machines. The Loft is an inspiration source regarding the choice of some appropriate supplies and decors for your home. The photos speak by themselves about the Dutch project!

” The Loft is our periodically recurring conceptual pop-up store. It was our first interior event, so we wanted to express our values with our choice of products. We’re particularly fond of natural materials like wood, steel, leather, glass, wool and ceramics. These materials tell a lot about the love and attention invested in a product. It shows its age and origin, its history, the way it was crafted. That’s why we like objects made by people, not by machines. The Loft project was picked up by national and international media, giving us many visitors and subsequently a splendid way to spend the summer.”