The Cold Pressed Juicery / Standard Studio

A calm environment from the hectic pace of the city.

Project Specs


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Appreciation towards Standard Studio for providing the following description:

继完成Cold Press Juicery的第一间店铺设计后,Standard Studio受邀又设计了位于新地点的第二间店铺。在Herengracht与Gasthuismolensteeg的街角,繁华的九街区域中,这间小小的23平方米的店铺位置绝佳,可以望见阿姆斯特丹运河。

美丽的运河与建筑、文化和历史组成了这个童话般的街区。但从谷歌地图上看去,许多人不知道一个个巨大的室内花园就隐藏在街区中的这些宏伟建筑之内,有些花园甚至比房子本身还要大。只有少数的幸运儿才有机会享受的花园让Standard Studio萌生了将这些绿色带到“外面”来的想法。

After the completion of the first design for the Cold Press Juicery at the Willemsparkweg, Standard Studio got asked to create their second store at their new location. 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 almost fairy tale setting. But many people don’t know that behind these majestic buildings are huge indoor gardens, sometimes even bigger that the houses themselves (just look on google maps!). Only a few lucky ones get to enjoy it, giving Standard Studio a good motive to bring this green ‘outside’.

▽ 建筑与周边环境,building and its surrounding

Standard Studio designer of TCPJ in Amsterdam.


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.

▽ 位于店铺中心的树,the living tree in the center of the store

Standard Studio designer of TCPJ in Amsterdam.

Cold Press Juicery邀请Build in Amsterdam为它们的商标和品牌进行新设计,Standard Studio则通过店铺新鲜而富有现代感的空间来体现。

For their graphic identity and branding, the Cold Press Juicery recruited Build in Amsterdam to conceptualise a new identity. Standard Studio then took this blueprint and translated it into the space, giving the store a fresh and modern look.

▽ 平面设计,graphic design

Standard Studio designer of TCPJ in Amsterdam.


The background and the diagonal lines of the design have been translated into the material with black and pink powder coated steel and wooden slats.The slanted lines are recurring, they are used to accentuate the wall and the ceiling above the counter adding warmth to the design. The wall is finished in the same pink as the counter, and underneath it are all the refrigerators, finished with black coated steel.

▽ 柜台,the counter

Standard Studio designer of TCPJ in Amsterdam.

▽ 材料,materiality

The Cold Pressed Juicery by Standard Studio


Customers can get their own juices from the refrigerators placed at the front of the store. They have been set into the wall which has been covered with mirrors to create the illusion of a bigger space. In order to keep the real tree alive, the architects have created a big bucket in the basement with fertile soil and irrigation to allow the tree a healthy life.

▽ 门口的冷藏柜,the refrigerators at the front of the store

The Cold Pressed Juicery by Standard Studio


The end result is a refreshing shop, with a green concept, situated in the centre of Amsterdam. A place where people with healthy juices and a smile on their face, go out again into the busy city life.

The Cold Pressed Juicery by Standard Studio     The Cold Pressed Juicery by Standard Studio

▽ 平面,plan

011-The Cold Pressed Juicery By Standard Studio

▽ 剖面,section

012-The Cold Pressed Juicery By Standard Studio

Project: The Cold Pressed Juicery – Shop Herengracht
Client: The Cold Pressed Juicery
Phone: +31 (0)20 3701183

Designer: Standard Studio
Address: Jacob Obrechtstraat 26
City: 1071 KM Amsterdam
Country: the Netherlands
Phone: +31 (0)20 2613791

Project Information
Location address: Herengracht 245A
1016 BH Amsterdam
Project team: Jurjen van Hulzen (founding partner & creative director) Felix Stadie (designer)
Total area: 23 m2
Design: 2015
Completion: 2016

Project: management Den Dekker Project Management
General contractor: –
Interior fit-out: –
Graphic design: Build in Amsterdam
Photography: Wouter van der Sar


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