On the corner of the Herengracht and Gasthuismolensteeg, amongst the bustling Nine Streets, this small 23m2 corner shop is in a prime location with a view onto the Amsterdam canals. The combination of the beautiful canals, with the architecture, culture and history create an vibrant setting. But many people don't know that behind these majestic buildings in the canal are huge indoor gardens, sometimes even bigger that the houses themselves. Only a few lucky ones get to enjoy it, giving Standard Studio a good motive to bring this green ‘outside’. The focus of the design is the living tree located in the middle of the store, providing a calm environment from the hectic pace of the city. The tree is a symbol of nature and a reference to the daily fresh ingredients used to produce the juices. An ‘urban retreat’, a place to come and unwind under the tree with a refreshing drink. For the thousands of tourists who walk by the shop every day, they’ll find a pleasant surprise among all the exuberance of retail and high-tech solutions from the bigger brands. Standard Studio took the blueprint of the graphic identity designed by Build in Amsterdam for The Cold Press Juicery and translated it into a 3d translation in the space, giving the store a fresh and modern look. The design is a play between the contrast of both using the modern and natural way of using a material and which are at sync in the same time.