RAINS OPENS ITS FLAGSHIP STORE IN AMSTERDAM

You’d think Amsterdam had enough of rain already, but not this kind! Rains has found a permanent home in Amsterdam. The Danish brand, known for turning bad weather into good design, just opened its new flagship in the Canal District.

all images courtesy of RAINS

Created with Stockholm-based studio Stamuli, the space introduces Rains’ new global retail concept: minimal, industrial, and meticulously thought through. The floors and walls follow a perfect grid of tiles, a little bit brutalist, a little bit meditative. The palette is stripped back, the lighting deliberately lo-fi, and everything feels designed to outlive trends.

Despite concrete, steel, and glass being the dominant elements in the space, it doesn’t feel cold. There’s a tactility to it that makes sense for a brand built on outerwear that’s meant to be felt, not just seen.

The opening also marks Rains’ expansion into homeware, reflecting its shift toward a full lifestyle universe. Founder Daniel Brix Hesselager calls the store “a true expression of the brand,” and it feels exactly that — inherently Scandinavian with a hint of futurism.