Nowadays experiences with friends are more important. They are closer to the heart and less over-marketed. It’s not about rushing but resting. Rather than megastores shops are getting smaller and homely to be intimate with each other. The city becomes our living room where we want to feel at home as well. Feeling home while shopping? Go check out ‘The Darling’ in Amsterdam: a great example of ‘ wonderlust’ and the ‘living room society’.
What is it?
The Darling is a shop where you really don’t know where to start, because it evokes a ‘candy store feeling’. The collection exists of a mix of unique affordable brands, own designs and some vintage stuff. They have clothes, jewelry and other accessories. Apart from that, the store also sells pieces of ‘Things I like Things I love’.
It has a candy store feeling, because besides shopping, you can experience a delicious coffee, tea pots and fresh juices with cupcakes and macarons to take away or to sit and relax in the store. The Darling created cozy spots where everyone can cozy up. You can sit outside, or inside on the lower and upper floor.
The Darling also offers different workshops and events like knitting, customizing clothes, making jewelry, pimping cupcakes, living room theatre and open stage. Bookings can be made through their event book on their webpage. The workshops and events are held at the Cupcake Café in the store. Last but not least, they want to inspire people with their daily blog.
You can find this sugar sweet shopping paradise in one of the Nine Streets in Amsterdam at Runstraat 4.
Why is it cool?
It’s cool, because The Darling is a super homely, intimate and less over-marketed place for those who can appreciate rest over rush. It’s a place where you can think about the small things in life and that helps their customers and visitors to improve quality of life. The Darling certainly plays well to the trends ‘ wonderlust’ and ‘living room society’. No doubt you’ll feel yourself at home!
Another reason, why it’s cool is because of the ‘candy store feeling’. Take a cupcake and enjoy shopping or sit and relax in one of the cozy spots.
For shops to have future growth potential, I think they’ll need to create ‘The Darling’ like concepts. We live in a continuous busy world, where a moment of silence and joy is appreciated. Shops should show us their authenticity and craft. If not, I’m afraid online sales will grow even faster, so we might lose many beautiful and tangible stores. Wouldn’t that be a sin?
Offline: On 11-11-14, I went to Amsterdam for this coolhunt and visited the store at Runstraat 4.
Online: After visiting the store in Amsterdam. I looked on the Internet for some extra information about The Darling.