Furniture company Fest's third flagship, designed by S-p-a-c-e Projects, invites shoppers to do thorough testing before they buy. In the most recently opened flagship from Fest – a fast-growing single-brand furniture company based out of Amsterdam – there’s one room in which each of the sofas on offer is upholstered in textiles the same garnet-red as that of traditional cinema seating. The parallel goes further: prospective buyers are actually invited to sit back and watch a movie – to laugh at Moonrise Kingdom or ugly-sob at Forrest Gump as they would from home. Why is this ‘mini cinema’ such an important feature of the store? According to Femke Furnée, Fest’s founder, ‘When you try out a sofa in a store, you sit stiffly and straight, while at home, most of us are hanging on the sofa and watching a movie. Here, you can experience the real comfort of the piece before it’s in your house.’ The new Amsterdam West space, which is designed by S-p-a-c-e Projects, is only the third from the brand. ‘We are a young company and our team is in the middle of our own target group, which allows us to understand the needs of our customers,’ explains Furnée. ‘The purchase of a piece of furniture is a big and important choice, so we want to make the process as easy and exciting as possible.’ Pepjin Smith of S-p-a-c-e Projects opted for a soft, welcoming palette in the main showroom area where Fest’s eye-catching collections are displayed. Here, curved surfaces under foot, above and on the wall provide for organic ambience. Toward the back, a high-contrast hallway with linear tube lighting guides store visitors into the mini cinema.