In 2012 the first individual FRANCISCO VAN BENTHUM brand-store was opened in the Herenstraat in the centre of Amsterdam. The interior of the new store was developed in collaboration with interior designer Thijs Murré. The underlying principle for the atmosphere and layout was provided by references to typical retro men’s stores such as traditional gentlemen’s tailors. Working with these references matches the way in which Van Benthum begins designing collections: always taking archetypal men’s apparel and formal clothing habits as his basis. Murré has managed to successfully translate this concept into a modern gentlemen’s dressing room. The space is dark, but has an agree- able feel and is composed of the colour black combined with various grey tones that were developed specially for this interior.