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OBEY Flagship store furniture

For our second OBEY flagship store in Amsterdam all our furniture was designed by Amsterdam based design agency Studio Appelo and made by self-employed, young and Amsterdam based creatives.


The shelves, signs, checkout and modular furniture are made by ‘Wellwellwell’, a company started because of the Corona crisis. Colin started ‘Wellwellwell’ together with Lorenzo Pinto. Colin is the owner of the bar, club and skatepark ‘Skatecafe’ in Amsterdam Noord. His friend and co-owner of Skatecafe Hugo de Jonge, worked there as a chef. Because they had to close down for several months, they started building furniture in their workshop behind the bar. Colin and Hugo both knew their way around with a welder and started to take orders. The OBEY shop was their first big order.


For the modular furniture they asked their friend Eva to sculpt the top part of the metal boxes. Eva is a fine arts graduate, with Sculpture as her specialty. She made the sculptures all by hand. And gives the furniture a really nice, handmade look.


Please go and have a look in our store and see what we are proud of. Come hang out, check the new collection and some cool Shepard art.