Rains has opened its latest flagship showroom in Amsterdam’s Canal District, launching a new global retail concept in collaboration with Stockholm-based design studio Stamuli. The 123-square-metre space marks a shift in Rains’ physical retail presence, designed to evolve in line with the brand’s broader lifestyle offering.
Unveiled in October, the Amsterdam location is the first to reflect the new store identity. The design is structured around a continuous grid of tiles on the floors and walls, intended to organise the space while maintaining adaptability. Materials such as concrete, steel, glass and textiles are brought together with bespoke furniture and considered lighting, reflecting the brand’s fusion of urban industrial and outdoor aesthetics.
“For Rains, we designed a global concept defined by a continuous grid of tiles on floors and walls—a structure that organizes the store while allowing adaptability. Concrete, steel, glass, and textiles are combined with precise lighting and bespoke furniture, where every detail is built to last,” said Emanuele Stamuli, CEO of Stamuli.
The concept features a mix of futuristic and organic elements, including brushed steel fittings, textured glass, and geometric tiled patterns. A restrained colour palette is anchored by a standout yellow shade chosen for visual impact, while skylight-inspired LED lighting installations contribute to a dynamic, immersive atmosphere. Screens throughout the store are deliberately lo-fi to maintain a raw, industrial character.
Daniel Brix Hesselager, Founder and CEO of Rains, commented: “Our stores are conceived as more than retail spaces – they are the truest expressions of the brand. To us, they’re opportunities to educate our consumers about our world of the urban outdoors. This concept reflects our Scandinavian heritage-clear, functional, and made with durable, long-lasting materials – blended with our futuristic industrial DNA. It is a blueprint we can carry worldwide as retail becomes increasingly important to our business.”
The Amsterdam showroom launch aligns with Rains’ continued category expansion, including into homeware, and sets the tone for upcoming store openings in Stockholm and Hamburg.
