Concrete Amsterdam designed the first Steve Madden brand store in the Westfield Mall of the Netherlands, introducing a new store concept set for international roll-out. This innovative design draws inspiration from the brand’s history and its deep-rooted connection to NYC, using the urban roofscape as a starting point to create a bold and immersive retail environment. The design of the new generation Steve Madden stores is rooted in the brand’s heritage as a bold and revolutionary lifestyle label.

The store concept reflects the sense of freedom found above the city’s crowded streets—an escape where the new cosmopolitan life takes place. Inspired by the urban rooftop landscape of NYC, the space becomes more than just a retail environment; this is a place for the unique—a place where every individual personality and collection can be fully expressed and celebrated. Thoughtfully designed to foster self-expression of Steve Madden’s collections and its customers.

A series of aluminium towers, reminiscent of NYC rooftops, form the foundation of the store’s display concept. Customers are invited to explore the city from above, navigating between the abstract roofscape, where each item is showcased on its own unique platform—highlighting the diversity of the collection. The aluminium displays are modular and reusable, allowing for dynamic arrangements that adapt to each collection. The tops of these towers feature a variety of durable materials—including leather, rubber, stone, and wood—mirroring the textures found in the collection.

To echo NYC rooftops and the Statue of Liberty, the cash register tops are made of green oxidized copper, reinforcing the city's architectural identity. In addition to the towers, a central shoe display, designed as horizontal 'landscrapers', features a raw concrete finish adorned with graffiti-style tags which add urban feel and brand identity to the space. Abstract street markings, like a zebra crossing and yellow street lines, are embedded in the floor, tying the connection to the cityscape. At the end of the Zebra crossing, full-height mirrors expand the space visually and together create a runway.

Seating elements in varied sizes and upholstered in green-toned fabrics and leather, evoke an aerial view of Central Park, offering a contrast to the raw energy of the urban setting. Lighting plays a central role in shaping the atmosphere, with two dynamic chandeliers as a nod to the Statue of Liberty, enhancing the store’s concept of freedom.

The storefront entrance expands the sense of space with full-height matte bronze mirrors and a reflective ceiling featuring a crown light installation. The Times Square ticker-style display and digital pillar anchor the store to the DNA of New York. Together, these elements form a retail environment that immerses customers into the world of Steve Madden, transforming the act of shopping into an exploration of the brand’s urban inspiration.