INTO THE BLUE: Scotch & Soda opened “The Blauw Kitchen,” an experimental denim concept store in its home base of Amsterdam on Thursday.

Located in the city’s oldest working class quarter on Gerard Doustraat in de Pijp, the company’s second store in town is a work in progress dedicated to the denim line Amsterdams Blauw and Dutch denim culture. It stocks the men’s and women’s collections, and features a “blueberry bar” serving blueberry-infused water and an integrated denim lab, the first of its kind, said the company.

The interior juxtaposes Japan-inspired bamboo wood patterns and a topologic conception of color-changing jeans with white tiles that will be transformed with stains of indigo blue dye over time.

The store will feature indigo denim tests, color creations and experiments, and will invite artists to collaborate and exhibit works, as well as the latest Scotch & Soda campaigns.

The Amsterdam opening is in line with Scotch & Soda’s expansion of its global retail and marketing profile with additional stores in New York and Los Angeles opened this fall, and a presentation during New York Fashion Week for the first time in February 2016.

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