{"id":8496,"date":"2018-07-24T16:49:13","date_gmt":"2018-07-24T16:49:13","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=8496"},"modified":"2026-03-11T23:42:50","modified_gmt":"2026-03-11T23:42:50","slug":"empty-pop-store-attracted-tons-visitors-amsterdam","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/empty-pop-store-attracted-tons-visitors-amsterdam\/","title":{"rendered":"How an \u201cEmpty\u201d Pop-Up Store in Amsterdam Attracted Hundreds of Curious Visitors"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/empty-pop-store-attracted-tons-visitors-amsterdam\/#The_Idea_Selling_Emptiness\" title=\"The Idea: Selling Emptiness\">The Idea: Selling Emptiness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/empty-pop-store-attracted-tons-visitors-amsterdam\/#How_Visitors_Responded\" title=\"How Visitors Responded\">How Visitors Responded<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/empty-pop-store-attracted-tons-visitors-amsterdam\/#Designing_the_Empty_Space\" title=\"Designing the Empty Space\">Designing the Empty Space<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/empty-pop-store-attracted-tons-visitors-amsterdam\/#The_Experience_Inside_the_Pop-Up\" title=\"The Experience Inside the Pop-Up\">The Experience Inside the Pop-Up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/empty-pop-store-attracted-tons-visitors-amsterdam\/#Why_Unusual_Pop-Ups_Attract_Attention\" title=\"Why Unusual Pop-Ups Attract Attention\">Why Unusual Pop-Ups Attract Attention<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/empty-pop-store-attracted-tons-visitors-amsterdam\/#The_Future_of_Experimental_Pop-Ups\" title=\"The Future of Experimental Pop-Ups\">The Future of Experimental Pop-Ups<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>&nbsp;<\/p>\n\n\n\n<p>Pop-up stores are often used to launch products, promote brands, or host events. But sometimes the most memorable pop-ups challenge expectations altogether. In Amsterdam, theatre-maker and performer <strong>Thomas Spijkerman<\/strong> opened a pop-up store that sold\u2026 nothing.<\/p>\n\n\n\n<p>The concept was simple yet unusual: a completely empty store where visitors could come in and buy \u201cemptiness.\u201d The temporary space ran for one week in a busy retail district and quickly drew attention from curious passersby, tourists, and locals intrigued by the idea.<\/p>\n\n\n\n<p>Creative projects like this highlight the flexibility of temporary retail spaces. Artists, brands, and entrepreneurs alike use pop-ups to experiment with new ideas and create experiences that capture public interest. Those planning similar activations can explore available <strong><a href=\"https:\/\/www.thestorefront.com\/search\/amsterdam\/retail\" class=\"ek-link\">Amsterdam pop-up shops<\/a><\/strong> to host short-term concepts and installations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Idea_Selling_Emptiness\"><\/span>The Idea: Selling Emptiness<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/FBCorq15ShGG7jYqWe2r_27414_1-1024x683.jpg\" alt=\"The pop up shop was empty\" class=\"wp-image-8500\" style=\"width:630px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/FBCorq15ShGG7jYqWe2r_27414_1-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/FBCorq15ShGG7jYqWe2r_27414_1-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/FBCorq15ShGG7jYqWe2r_27414_1-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/FBCorq15ShGG7jYqWe2r_27414_1-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/FBCorq15ShGG7jYqWe2r_27414_1-1140x760.jpg 1140w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/FBCorq15ShGG7jYqWe2r_27414_1-272x182.jpg 272w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/FBCorq15ShGG7jYqWe2r_27414_1.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>For Spijkerman, the empty shop was more than a marketing stunt. The concept was designed as a genuine exploration of how people relate to space, meaning, and value.<\/p>\n\n\n\n<p>\u201cI\u2019ve always wanted to start a store that provides emptiness to the people as a goal unto itself,\u201d he explained. \u201cIt\u2019s important when people come in that they understand it\u2019s not an art project. It\u2019s a sincere attempt to sell emptiness and find the value in emptiness.\u201d<\/p>\n\n\n\n<p>The store itself contained very little. The space was deliberately kept minimal so visitors could bring their own ideas and interpretations to the experience.<\/p>\n\n\n\n<p>In a city full of busy streets and commercial activity, the empty shop created a moment of contrast. A quiet, blank space where visitors could pause, reflect, and interact.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Visitors_Responded\"><\/span>How Visitors Responded<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The reactions from visitors varied widely. Some people entered the store curious about the concept and wanted to discuss how the idea worked. Others approached the experience on a more emotional or philosophical level.<\/p>\n\n\n\n<p><em>\u201cSome people wanted to connect emotionally and tell their whole life story,\u201d<\/em> Spijkerman said. <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cPeople brought their own stories to the concept.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The empty store effectively became a stage for conversation. Visitors often projected their own meaning onto the space, transforming the experience into something personal.<\/p>\n\n\n\n<p>For some, emptiness represented calm or self-reflection. Others saw it as a creative experiment or simply a humorous concept.<\/p>\n\n\n\n<p>Interestingly, the project also demonstrated how people respond differently to abstract experiences. Some visitors wanted to analyze the business model, while others engaged with the concept more intuitively.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/LUvc9z9T1mZTvfoWZPCo_27414_3-1024x683.jpg\" alt=\"Visitors reacted differently to abstract ideas\" class=\"wp-image-8499\" style=\"width:728px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/LUvc9z9T1mZTvfoWZPCo_27414_3-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/LUvc9z9T1mZTvfoWZPCo_27414_3-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/LUvc9z9T1mZTvfoWZPCo_27414_3-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/LUvc9z9T1mZTvfoWZPCo_27414_3-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/LUvc9z9T1mZTvfoWZPCo_27414_3-1140x760.jpg 1140w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/LUvc9z9T1mZTvfoWZPCo_27414_3-272x182.jpg 272w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/LUvc9z9T1mZTvfoWZPCo_27414_3.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Designing_the_Empty_Space\"><\/span>Designing the Empty Space<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Although the concept centered on emptiness, the location itself played an important role in attracting visitors.<\/p>\n\n\n\n<p>The pop-up store was located near one of Amsterdam\u2019s busiest shopping streets, surrounded by major retail brands and high pedestrian traffic. Spijkerman deliberately chose a commercial environment to create contrast.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cI wanted to disrupt the surroundings because of the big retail names surrounding the space.\u201d <\/p>\n<\/blockquote>\n\n\n\n<p>The interior design was intentionally simple: white walls, high ceilings, and a black-and-white visual palette. This minimal environment allowed the focus to remain on the concept and the interactions happening inside the store.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Experience_Inside_the_Pop-Up\"><\/span>The Experience Inside the Pop-Up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Visitors entering the shop encountered a different kind of retail experience. Instead of browsing products, they were invited to think about what emptiness meant to them.<\/p>\n\n\n\n<p>For some, the space became a place to slow down and have conversations. For others, the experience was more playful.<\/p>\n\n\n\n<p>Interestingly, people were able to purchase emptiness in symbolic quantities. During the week-long activation, the project generated around \u20ac180 in sales.<\/p>\n\n\n\n<p>Spijkerman described these transactions as collaborative moments of imagination between seller and visitor.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWe had to imagine together how that person could use the emptiness. It became a game of fantasy.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Unusual_Pop-Ups_Attract_Attention\"><\/span>Why Unusual Pop-Ups Attract Attention<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"1024\" height=\"685\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/12-1-1024x685.jpg\" alt=\"The concept was designed as a genuine exploration of how people relate to space\" class=\"wp-image-8501\" style=\"width:677px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/12-1-1024x685.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/12-1-300x201.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/12-1-768x514.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/12-1-810x542.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/12-1-1140x763.jpg 1140w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/07\/12-1-272x182.jpg 272w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Photo: Janne Sterke<\/figcaption><\/figure>\n\n\n\n<p>\u00a0The empty shop demonstrates how creative concepts can draw large numbers of visitors even without traditional retail products.<\/p>\n\n\n\n<p>Pop-up stores provide an ideal format for this kind of experimentation because they are temporary and flexible. Artists and creators can test ideas that might not work in permanent spaces.<\/p>\n\n\n\n<p>Unique concepts also tend to generate curiosity and organic foot traffic. When people encounter something unexpected in a familiar retail setting, they are more likely to stop, explore, and share the experience with others.<\/p>\n\n\n\n<p>Brands and creators looking to increase engagement can learn more about attracting visitors in this guide on <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/how-to-generate-footfall-to-your-pop-up-store\/\">how to generate footfall for your pop-up store<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Future_of_Experimental_Pop-Ups\"><\/span>The Future of Experimental Pop-Ups<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>After the success of the Amsterdam project, Spijkerman imagined expanding the concept further.<\/p>\n\n\n\n<p>\u201cI want to make it a chain,\u201d he said. \u201cThe dream is to have a chain of empty stores around the world.\u201d<\/p>\n\n\n\n<p>Whether in major cities or small towns, the idea was that people everywhere could interact with the concept and interpret it in their own way.<\/p>\n\n\n\n<p>The project highlights how pop-up stores can become platforms for creativity, conversation, and experimentation beyond traditional retail.<\/p>\n\n\n\n<p>For brands, artists, and entrepreneurs interested in launching their own concept, temporary <strong><a href=\"https:\/\/www.thestorefront.com\/project\/retail-space-for-rent\">retail spaces for rent<\/a><\/strong> offer a flexible way to test ideas and create memorable experiences.<\/p>\n\n\n\n<p>If you\u2019re considering your own activation, exploring <strong><a href=\"https:\/\/www.thestorefront.com\/search\/amsterdam\/retail\">Amsterdam pop-up retail spaces<\/a><\/strong> is often the first step toward bringing a concept to life.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>See how a temporary empty pop-up store in Amsterdam attracted curious visitors and transformed a retail space into a thought-provoking experience.<\/p>\n","protected":false},"author":23,"featured_media":8498,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Crane","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/acr\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-netherlands\/\" rel=\"category tag\">Success Stories Netherlands<\/a>","qubely_excerpt":"See how a temporary empty pop-up store in Amsterdam attracted curious visitors and transformed a retail space into a thought-provoking experience.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/8496","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=8496"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/8496\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/8498"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=8496"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=8496"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=8496"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}