Last wednesday the third Gsus concept store opened its doors in Amsterdam. The opening celebrated the new direction the brand is heading in. Press and other guests enjoyed food and drinks, as well as a wonderful performance by singer Lex Empress, who improvised several songs on the spot, based on keywords that were provided by the audience coming from instinct. She was supported musically by the founder of Gsus, Jan Schrijver. The band Chef Special provided for a colourful end of the evening.

The Brand
Gsus originated in the nineties, in 1993 to be exact. With colourful and bold prints, the brand was mainly celebrated amongst teenagers. But nowadays the brand as well as the target group have matured, resulting in a collection that still features some bold prints, yet in a more sophisticated way, as well as quality fabrics and unexpected contrasts – such as a cotton men’s T-shirt with a small denim pocket. This season’s campaign was shot by Jolijn Snijders, the editor-in-chief of our very own I LOVE FAKE magazine.

The Store
Gsus wanted to maintain clear retail logic, but provide the atmosphere and service of a boutique store. The friendly staff just need a few keywords that describe your personal style and preferences, after which they immediately start to pull different looks from the racks in the blink of an eye. The store in Amsterdam is situated at Koningsplein 8, in a former temporary employment agency. Parts of the facade were cut out to create a wide open window that provides a lot of light for the bright store.

The collection has a lot of detail and different materials, this is echoed in the store itself. Different ceilings were cut out, clearing the way for beautifully aged wooden beams. The walls are raw, featuring concrete and bricks and form a nice contrast paired details such as the long shiny copper beam, that runs throughout the whole of the store as an eyecatcher as well as providing functional use in the form of a clothing rack. The look of the store emphasizes that Gsus combines craftmanship with instinct.

For an backstage look at the transformation Gsus underwent, check out the video below.

Want to see for yourself? Visit Gsus in Amsterdam, Den Haag and Utrecht or online.