Amsterdam – In the most recently opened flagship from Fest – a fast-growing single-brand furniture company based out of Amsterdam – there’s one room in which all sofas on offer are upholstered in textiles the same garnet-red as that of traditional cinema seating. The parallel goes further: prospective buyers are actually invited to sit back and watch a movie from sofas – to belly laugh at Moonrise Kingdom or ugly sob at Forrest Gump as they would from home.
Why is this ‘mini cinema’ such an important feature of the store? According to Femke Furnée, Fest’s founder, ‘When you try out a sofa in a store, you sit stiffly and straight, while at home, most of us are hanging on the sofa and watching a movie. Here, you can experience the real comfort of the piece before it’s in your house.’ The new Amsterdam West space, which is designed by S-p-a-c-e Projects, is only the third from the brand.