Down the Rabbit Hole

Down the Rabbit Hole


The VilaSofa store in Amsterdam has managed to turn a warehouse into a modern day store with a twist.

The oversized cut-outs of dollhouse windows, chandeliers and romantic balconies are what give it such a surreal feel. This is a place where your furniture ‘lives’ before it gets to you. Quirky elements were also added to give the space a humorous feel.

Stickers, graphic walls and carpets with bold patterns give customers the chance to picture what the furniture would look like in their own homes while the picnic tables on the main floor of the store give families the chance to discuss and debate over their next purchase.




The store believes in providing their customers with a personalised service and a 48-hour delivery, which only adds to their appeal. Their mobile cash registers also ensure that you don’t even have to leave your new sofa to make the purchase.



VilaSofa is a mix between a conformist furniture store and an Ikea outlet. Multi-award-winning Tjep used materials such as plywood and combined them with high-end glossy surfaces.

Frank Tjepkema, owner of Tjep, aimed to add a little more energy, quality and amazement to furniture shopping and the world with this design.






Casandra Visser
Casandra Visser is a Digital Marketing & Content Strategist and writes for Entrepreneur Media SA.