# Barren Modernist Boutiques The Olaf Hussein Store in Amsterdam is Almost Entirely Bare By Rebecca Byers | Published 2016-03-14 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/olaf-hussein-store References: [retaildesignblog.net](http://retaildesignblog.net/2016/03/13/olaf-hussein-store-amsterdam-netherlands/) Featuring only one piece of clothing and a quaint seating area, the Olaf Hussein store in Amsterdam is the [menswear label's first brick-and-mortar location](https://www.trendhunter.com/trends/stffa). Called The Fitting Room, the stylish boutique gives online customers a space in which to interact with the brand face-to-face, while the physical store also serves as a place to see the lifestyle vision of the brand realized. The space itself is characterized by exposed wooden ceiling beams, black-stained wooden cabinets and herringbone flooring, all of which are intended as references to the "[timeless design of the Modernism movement](https://www.trendhunter.com/trends/miami-design-district)." Other decor items that elevate the space include luscious plant life sparingly displayed around the store, while fitting rooms are created out of the same black-stained wooden panels in order to stick with the brand's [monochromatic branding](https://www.trendhunter.com/trends/tom-ford-boutique). ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 73% | Activity: 59% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Minimalist Boutique Design:** The Olaf Hussein store exemplifies the trend of minimalist boutique design, where brands create a stripped-down and aesthetically clean shopping experience. - **Online-to-offline Integration:** The Fitting Room concept demonstrates the trend of online retailers opening physical stores to provide customers with a tangible brand experience, while also driving sales online. - **Resurgence of Modernist Aesthetics:** The use of timeless modernist design elements in the Olaf Hussein store reflects the trend of a renewed interest in the clean lines and simplicity of modernist aesthetics in various industries. ### Who This Affects Most - **Fashion Retail:** Fashion retailers can explore the disruptive innovation opportunity of creating minimalistic and experiential brick-and-mortar stores that cater to modern consumers' desire for simplicity and convenience. - **E-commerce:** E-commerce companies can consider the disruptive innovation opportunity of integrating physical spaces, like The Fitting Room, to enhance the customer experience and build stronger brand connections. - **Interior Design:** The Olaf Hussein store presents an opportunity for interior designers to leverage the resurgence of modernist aesthetics by creating spaces that evoke a sense of timeless elegance and simplicity. ## Related on Trend Hunter - [Unique Concept Clothing Stores](https://www.trendhunter.com/trends/base-store.md) - [Retail Design Landmarks](https://www.trendhunter.com/trends/d142.md) - [All-White Interior Artful Galleries](https://www.trendhunter.com/trends/blank-canvas-1.md) - [Lightness-Themed Womenswear Boutiques](https://www.trendhunter.com/trends/one-by-one-1.md) - [Minimally Designed Store Openings](https://www.trendhunter.com/trends/selfportrait-store.md) - [Boutique Grocery Makeovers](https://www.trendhunter.com/trends/womens-clothing-boutique.md) - [Minimally Designed Fashion Boutiques](https://www.trendhunter.com/trends/burberry-store.md) - [Modern Luxury Retail Concepts](https://www.trendhunter.com/trends/boss-boutique.md) - [NYC Identity-Inspired Retail Cconcepts](https://www.trendhunter.com/trends/concrete-amsterdam.md)