"Rotterdam concept store, Groos has moved to a bigger and more dynamic 300m2 space located at the historic Het Industriegebouw. The new stores' identity designed by MVRDV restoring the existing facade and interior to its original industrial roots."

The Dutch concept store's new location will focus more on high-end design, art, and collaborations with a range of creatives.

A large custom-built cabinet accommodates Groos' changing program by preserving maximum floor space.

Some of the other highlights include a display of original artworks on a bright pink wall, and a mint green candy counter designed by Sabine Marcelis.

Tjeerd Hendriks, Groos co-founder, said:

"As the store and city evolved, it seemed right for us to take the next step as well.” says Groos co-founder, Tjeerd Hendriks “We started out in Het Schieblock in an up-and-coming neighborhood with minimum funds and now we are moving to a monumental and historical building with world renowned Architects, MVRDV as our neighbors, and designers  of our dream store."

Jacob van Rijs, MVRDV co-founder, said:

“We are looking forward to Groos joining us right next door at Het Industriegebouw, a historic building that now houses a diverse group of creatives.”

Het Industriegebouw was an obvious choice for Groos’ new home as an icon of the reconstruction of Rotterdam designed by the legendary architect Hugh Maaskant in collaboration with Willem van Tijen. Its original function as a communal building is now being restored as it continues to return to its former glory. From growing tech start-ups to creative entrepreneurs, artists, architects, designers and from fine dining to high-end retail, Het Industriegebouw is Rotterdam’s urban place to work, eat, shop and relax and now, also the new home of Groos.