New Amsterdam shop thinks inside the box

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.