For the re-opened Simon Lévelt flagship store on the Ferdinand Bolstraat in Amsterdam, Tchai designed a contemporary brand space that invites customers to explore the world of tea and coffee, and discover their own preferences. The store shifts away from traditional over-the-counter retail towards an open, immersive environment rooted in storytelling and craftsmanship.
With nearly two hundred years of heritage across six generations, Simon Lévelt has built its reputation on sourcing exceptional coffee beans and tea leaves from around the world. Yet previous store concepts struggled to communicate this richness and depth to customers.The challenge was to translate the brand’s philosophy of purity and quality without concession into a physical environment, while creating space for exploration, learning and personal taste discovery.
The concept was developed with storytelling at its core. Tchai designed the store as an open journey, encouraging customers to move freely, engage with products and explore origins, flavours and brewing methods at their own pace.Material choices played a key role in expressing the brand’s values. Durable laminated wood cabinetry was combined with refined brass details, striking a balance between everyday functionality and artisanal quality, reinforcing the authenticity of the tea and coffee worlds.
The flagship store replaces the traditional sales counter with an open layout that invites interaction. Product presentation is clear and tactile, allowing customers to experience the assortment through sight, scent and story. The calm, contemporary design creates a neutral canvas that amplifies the narratives behind the products, from origin to craft, while remaining robust enough to support intensive daily use. The result is a space that feels both refined and approachable, rooted in tradition yet aligned with modern consumer expectations.
• Re-opened flagship store in Amsterdam’s Ferdinand Bolstraat
• Clear translation of Simon Lévelt’s philosophy of purity and quality
• Strong focus on storytelling and customer exploration
• Contemporary retail environment replacing traditional counter sales
• A future-proof store concept rooted in heritage and craftsmanship
This flagship store demonstrates how retail can evolve from transaction to experience. By turning the store into a platform for storytelling and exploration, Tchai helped Simon Lévelt bring its centuries-old craft to life — connecting heritage, quality and personal taste in a contemporary retail setting.
Credits: Mokum @ Salon d’Autonome