The new 16,319 square-meter Hudson’s Bay department store in Amsterdam stands in a high-profile city center location near Dam Square. Occupying four buildings –two new and two historic—the store is broken into women’s, men’s, home and children’s buildings, respectively, and provides a transparent and active frontage both onto the busy main road of Rokin and onto a quieter pedestrian square on Nesplein. Designed by CallisonRTKL, in collaboration with Hudson’s Bay Global Design Team, the store is significant for its redefinition of the department store experience in the Netherlands and beyond. By purposefully abandoning the concrete box and aisles of national brands often associated with department stores, the Amsterdam store aims to create a deeper and more meaningful connection between the street, the shopper and the place. The design purposefully presents a dynamic space for pop-ups and local brands, and integrates raw materials, original architectural features and extensive natural light into a bold, contemporary space. Hudson’s Bay in Amsterdam is also notable for its introduction of a new department store brand to the Netherlands. The first store in an ambitious four-week rollout across ten Dutch cities, Hudson’s Bay in Amsterdam demonstrates a stark and exciting departure for department stores in the Dutch market and rapidly establishes Hudson’s Bay as a curator of high-quality local and national brands across the country.