New Amsterdam shop thinks inside the box | Adweek New Amsterdam shop thinks inside the box | Adweek
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New Amsterdam shop thinks inside the box

Nothing

Michael Jansen and Bas Kirsten, co-founders of Selmore and former ecds at DDB's operations in Holland, today launched a new shop in Amsterdam called Nothing. It's built almost entirely of cardboard. Says Jansen: "Nothing is about the power of ideas, about how a single idea can transform nothing into something. Using a cheap throw-away material to build a unique and memorable work space seemed a good way to materialize this thought." Fair enough. But on another level, the setup seems to acknowledge and even celebrate the utter disposability of both advertising and the material goods being advertised. Of course, it could simply be that the shop couldn't afford real furniture in the Dutch socialist utopia, or else they were too busy enjoying all the drugs and hookers that cable television assures me are rampantly available in Amsterdam. That place is even more fun than Canada.

—Posted by David Gianatasio

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