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    Linda Bergroth designs “user-centric” Cover Story paint shop in Amsterdam

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    Interior designer Linda Bergroth has added colourful beams to the Amsterdam concept store for plastic-free paint brand Cover Story, which was designed to streamline the redecorating process for shoppers.

    The “paint studio” is the second iteration of Cover Story outlets designed by Bergroth, who also created the interiors for the Finnish brand’s flagship Helsinki store.
    The Cover Story shop in Amsterdam features oversized colourful beamsShortlisted in the small retail interiors category of this year’s Dezeen Awards, the paint shop features oversized colourful beams. These were informed by cranes in the port city, as well as the decorative vignettes that top many of Amsterdam buildings’ facades, according to the brand.
    “The design playfully explores the use of colour, incorporating three-dimensionality through roof bars and considering how light interacts with colour to influence perception,” said Cover Story.
    Linda Bergroth designed the interiorFollowing a similar format to the Helsinki outlet, the Amsterdam shop also serves as a showroom, office and events space, despite its small size.

    A large colour chart made from hand-painted swatches in 47 different shades, designed to make choosing colours easier for customers, was attached to the wall.
    Colourfully painted blocks and plinths were incorporated to show how light responds to each Cover Story shadeChunky painted plinths were positioned in the shop window, as well as smaller colourful blocks on a central silvery table, to emphasise the different ways in which light and shadow respond to various paint options.
    Cover Story explained that Bergroth chose to highlight the old building’s “unique characteristics”, rather than introduce new furniture, including its sloping walls and the metal supports that adorn its structural pillars.

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    “Despite the significant influence that wall colour holds in shaping the atmosphere of a room and influencing interior design, paint is often perceived merely as a renovation accessory,” said the brand.
    “Cover Story’s mission is to position paint as a design product, which is why the Amsterdam paint studio is strategically located on a bustling shopping street alongside other concept stores where interior design products are sold,” it added.
    “Every aspect is thoughtfully crafted to promote a sustainable and user-centric experience.”
    The beams were informed by Amsterdam’s architectureFounded in 2020 by Anssi Jokinen and Tommi Saarnio, the brand produces 100 per cent plastic-free paint, which is also odourless.
    Finnish designer Bergroth has completed a number of colour-infused projects including Durat’s Helsinki showroom and a blue pop-up restaurant in New York built from recycled food packaging.
    The photography is by Paavo Lehtonen. 

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      Unusual colour combinations make up Durat showroom in Helsinki

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      Finnish interior designer Linda Bergroth has brought together unexpected colour combinations for the Durat showroom in Helsinki, which is filled with the manufacturer’s terrazzo-like surface material made from plastic waste.

      The showroom occupies around 100 square metres of space in central Helsinki on the site of a former coffee shop.
      Durat’s showroom shows off the brand’s surfacing material across multiple displaysDurat’s speckled surface material can be used in sheets or moulded into basically any shape, so the company wanted a showroom that would convey a sense of endless possibilities.
      To this end, Bergroth made almost everything in the store out of Durat surfacing, including three display areas, a wall of colourful samples and a central kitchen-style island.
      Interior designer Linda Bergroth combined unusual coloursThe display areas were designed to show off the material’s different thicknesses, joints and mounts while using a broad selection from the brand’s range of more than 1,000 colours.

      One display features different washbasins, either integrated into a countertop or mounted on top. This area combines tones of turquoise, salmon pink and mustard with a white worktop that looks as if it was topped with a scattering of rainbow sprinkles.
      The displays showcase some of Durat’s different shapes, joints and thicknessesAnother display features a freestanding orange soaking tub set against an apple-green wall. Two shelves line the walls, holding more colourful material samples cut into contrasting shapes to invite play.
      “The showroom is mostly serving architects and designers,” Bergroth told Dezeen. “So it was easy for me to relate to the needs of the customer, who wants to understand the anatomy and possibilities of the material.”
      Material samples are displayed on floating shelves”Many of the decisions were made to communicate these possibilities and not define how someone’s compositions should look,” she continued. “Untypical colour combinations and mismatched patterns are also a way of freeing the user to find new ways of thinking.”
      Bergroth finished the showroom with minimal furnishings and fittings, including matt white Vola faucets she describes as resembling “immaterial cut-outs in the heavily patterned surfaces”.

      Cover Story plastic-free paint shop encourages visitors to play with colour

      There is also a storage room and a private office area, both concealed behind doors that blend into the display areas.
      The shopfront features big windows in two directions, which Bergroth and Durat used to their advantage by creating a design that could be experienced from the street as much as from the inside.
      An office and storage area are hidden behind doors in the displays”The layout is designed in a way so it can be well explored from the street, also outside office hours,” said Bergroth. “This brings a nice brand visibility and brightens up the neighbourhood during the dark months.”
      Durat surfacing is made from 30 per cent post-industrial plastics and is fully recyclable. The company aims to create a closed-loop material cycle where all Durat surfaces are repurchased at the end of their life and turned into new products.
      Durat surfacing can also be used to form furniture piecesBergroth also worked with the material in some of her previous projects, including the pop-up Zero Waste Bistro she designed for the WantedDesign Manhattan fair.
      Other projects by the interior designer include another Helsinki shop interior for the brand Cover Story, which makes plastic-free paint.

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