Cookies and Interior design? Van Stapele, the shop renewed with magic

In the heart of Amsterdam, the famous Van Stapele cookie continues to captivate taste buds, but now in a new location with refined design. Studio Modijefsky has transformed the store's expansion into an immersive experience, while keeping the magic of the original small shop intact. Amid warm materials, dramatic details, and unique proximity to the baking process, the new Van Stapele is not just a place to purchase a sweet treat: it's a sensory journey that celebrates tradition and innovation.

A confectionery icon in the heart of Amsterdam

Since 2013, Van Stapele has been baking the best cookies in Amsterdam: a single dark chocolate cookie with a white chocolate center. Its secret? An exclusive recipe that has made this sweet treat an icon of the city, leading to long lines in front of the store every day. Initially located in a small alley in the center, the bakery's popularity necessitated a move to a larger space. Studio Modijefsky was tasked with preserving the magic of the original location, recreating its atmosphere in a larger setting.

Timeless Design Inspired by Biscuits

Even though the first store was only ten years old, it seemed to have existed forever. The new project reimagines this sense of timelessness through natural materials and a color palette inspired by the biscuits themselves: warm tones of brown and cream white. Dark wood, antiqued brass, and artisanal details blend together to create a setting that combines classic charm with a modern allure.

Elements of the old pastry shop have been reinterpreted by the studio specializing in commercial interior design projects: the wallpaper has turned into aged stucco, while the curtains reflect the iconic brand colors, cream white and desaturated mint green. The story of Van Stapele continues through original details, such as the animated shop windows that showcase the biscuit production process, making the experience even more engaging.

Esperienza immersiva: dal forno alla mano del cliente

Uno degli aspetti più affascinanti del primo negozio era la vicinanza tra i clienti e il processo di cottura dei biscotti. Studio Modijefsky ha saputo mantenere questa sensazione magica nel nuovo locale, creando un layout aperto e interattivo che permette ai visitatori di seguire il viaggio di ogni biscotto, dal forno alla confezione.

Appena entrati, sulla sinistra, si scorge immediatamente l’area di produzione, separata dalla zona clienti solo da una grande parete in vetro. Qui, i tavoli in marmo su cui vengono preparati i biscotti sono affiancati da un’imponente parete di forni rivestita in ottone anticato.

Dopo la cottura, i biscotti vengono disposti su un tapis roulant, all’interno di un mobile su misura che attraversa l’intero negozio. Questo sistema accompagna i biscotti direttamente al banco vendita, creando una coreografia ipnotica che i clienti possono ammirare mentre attendono il loro turno.

Scenographic Design and Surprising Details

The central element of the store is a long counter, where beige marble and dark wood indicate the point where customers can finally taste the still warm cookies. On the right side, a detail designed for the little ones adds a touch of magic: an interactive dispenser where children receive a golden coin at the entrance, insert it into a slot and watch a golden ball travel along a track inspired by the old shop. At the end of the path, a surprise awaits each child, making the experience unforgettable.

Given the huge popularity of the cookies, the lines remain a constant. To make the wait more enjoyable, the store design has been meticulously curated. The ceiling features a series of coffered ceilings decorated with antique mirrors and luminous spheres, while three large chandeliers illuminate the counter area. On the floor, a custom terrazzo floor, inspired by the nearby Dam Square and Rokin, alternates brown marbles on a cream-colored concrete base, creating a fan-shaped pattern that blends perfectly with the surrounding environment.

A tribute to tradition and innovation

The attention to detail is a tribute to Van Stapele's founder, Vera van Stapele, who spent months perfecting the perfect recipe. Every design choice reflects this dedication, such as the built-in timers in the ovens to ensure the cookies are baked and cooled at the exact moment they reach the perfect texture: crispy on the outside and soft on the inside.

The new store is a fusion of tradition and modernity, where dramatic design and craftsmanship come together to create a unique experience. To top it off, a symbolic detail: on the entrance door, a large bronze sculpture shaped like a cookie welcomes visitors. Even after all the cookies have been sold and the store closes, there is still a cookie for everyone to admire.

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Studio Modijefsky

Sint Jansstraat 33 1012 HG Amsterdam Paesi Bassi