According to whispers overheard in fashion school corridors and small artist hubs, a couple of cool kids are launching what’s most likely to become the place to be in Amsterdam. Dream Unit, as mysterious as it sounds, will open its doors the 23rd of June at a location that up till now was still unknown. AFW hunted down the founders of the pop-up shop and talked about the interesting selection of the emerging designers and artists they will be showcasing.
“In a magazine we found in Seoul, there was a tale about a character that struggled with the blurring lines between the physical world and the digital world. It evolved around something called a Memory Unit which was filled with pictures. This rather scattered story upheld a “if you didn’t make a pic it didn’t happen” mentality which is a topic that made us think a lot about our role in the creative industry. We actually dream about a different unit, one that presents a more tactile world, where we can make other creatives’ dreams come true.”
What started out as a vague idea of Fashion and Branding graduate Evy Cornelie, soon will turn into a physical space where young creative entrepreneurs are celebrated and supported. Scouring through her extensive research on new brands, Evy has been developing an algorithm from her findings, with labels and designers that appeal to her but don’t have the level of fame they deserve yet. Not sure yet on how to embark on her new career within the creative industry, she decided to take an extensive trip to New York, Tokyo, Seoul and Saigon together with her partner, whom after meeting and getting inspired by the designers they encountered, decided to take on the business part of Dream Unit. Teun Bouwman recently launched his own fashion brand, reusing old materials and turning them into upcycled bags. ‘Locks’ will be one of the many brands sold in the soon-to-be-launched pop-up shop. As for the selection of products, Evy and Teun focus on items that are handcrafted, sustainable, and made in smaller quantities. Distinguishing themselves from other multi-designer stores in Amsterdam, Evy’s choices are niche and quite daring, taking a huge risk by representing designers and makers that don’t necessarily have a physical selling point yet.
“We recently went to the graduation show of ArtEZ, that’s where we saw Olivia Lottersberger and Floyd Rorije’s work on display for the first time. Even though they just started, their designs already have such a strong identity. They’re fresh talent with a clear vision, and thus perfect for Dream Unit. Another artist we encountered, Mathijs Delbaere, was busy working on his 3D printed flower pots when we casually walked past his atelier in Ghent. Then we have Joana Kazmaier, who specialises in organically shaped silver jewelry, and made tool kits so the consumer can make their own versions of the pieces she produces. We think these three are a perfect reflection of the variety of makers we will have on display.”
Other brands and designers include Westweaves, Barcelos (Eva Chauvin), DragaDina, Negative Feed and Opascastle. As for the location of the pop-up, the couple just announced their first store location will be right next to Nieuwmarkt. Previously owned by gallery runners, the building has been a space for creativity since the 1980s, which was very important for Evy and Teun.
Dream Unit will open its doors on Friday the 23rd of June and will be open to public from the 24th until the 15th of September.
Dream Unit
Koningsstraat 15, Amsterdam
Wed-Sun 11:00 – 20:00
