UNStudio's facade design for P.C. Hoofstraat 138 in Amsterdam is a playful spin on the idea of window displays. Aiming to provide the Dutch flagship store to have a subtle yet distinctly eye-catching storefront, the team at UNStudio created The Looking Glass. Said to be a "celebration textiles in both form and function," the store's facade showcases three large curved panels that flow from the store's street base to the building's top. 

According to UNStudio, the glass design is said to mimic billowing transparent cloth. The studio shares: "In a fluid gesture, fashion and architecture come together to represent and celebrate the craftsmanship and geometry of high-end, tailored clothing, creating harmony between aesthetics and function. All this, while keeping true to the original design of the three-windowed vertical division of an Amsterdam townhouse, where on the upper floors above the retail section, a bespoke apartment design will carry high-end architecture through the entire building."

To create this particular facade design, UNStudio collaborated with ARUP, who were the facade engineers for the project, and Octatube the facade contractors. This application consisted of creating three glass "box elements" that were assembled offsite and then mounted onsite. Each laminated, low-iron glass panel was bonded with structural silicon to adjacent glass panels with stainless steel edge profile sections in between. 

With several brands fearing the fate of retail stores, architects have been collaborating with these outlets to help sustain and reinforce the importance of flagship locations and the retail experience versus online shopping.