Samsøe Samsøe turns Amsterdam store into music space during ADE

Danish fashion brand Samsøe Samsøe has transformed its store on Wolvenstraat in Amsterdam into an audiovisual space for Amsterdam Dance Event (ADE). Through the project, called Samsøe Sound, the brand is giving local emerging artists a platform in its store. The activation runs from October 21 to 25.

At its centre is a special recording by Amsterdam singer Latanya Alberto and multi-instrumentalist Bnnyhunna, made for the project and produced by Ripples, which designs music-led immersive experiences. Visitors can listen to the recording in store on headphones from British tech company Nothing, the project's official listening partner.

Art installation and performances

The music is paired with an installation by artist Vincent Rang, which translates the artists' sound into visuals shown on LED screens. Alberto and Bnnyhunna performed in the store at the start of ADE on October 21, followed a day later by an evening with DJs from Amsterdam's music scene.

According to Samsøe Samsøe, the project is intended to support local creative talent and strengthen the brand's ties with music- and fashion-focused communities.

"Something I really noticed at the event Samsøe Samsøe organised together with Ripples is that they share that same ethos and challenge the way people experience things," said Bnnyhunna.