Nothing here is random. Every object has a reason to be here. The space does too.
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Dream Unit was always going to have a dream when it came to building the store. We were never into the idea of just filling a cold room with clothes. If we're building a world, we're building all of it!
We’re a bit obsessive about details (it’s kind of our thing), so every piece, even the furniture and objects comes with a past. Histories. Friendships. Small stories we couldn’t ignore.
We hope the store feels less like a shop and more like someone you slowly get to know.
And we hope you enjoy the background stories the way you enjoy a bit of tea from a friend.
Not necessary, but somehow the best part...
THE CLOTHING RACKS
You’d never guess where the clothing racks in our store come from! Dijna—set designer and dear friend- was determined to turn the idea of dreaming into something tangible you can see and touch.
That’s when a brilliant idea took shape.
What if you used the very place where dreams happen—a bed—and transformed it into a rack for the dreamy pieces we showcase?
Unique and one of a kind, the racks at Dream Unit are crafted from vintage children’s beds s found in France.
Come by and take a closer look!
THE BENCH
The bench at Dream Unit comes with an iconic story!
Its design traces back to the south of Limburg, where Pleun- set designer and dear friend - recognized it for its sharp and distinctive details rooted in history.
It didn’t take long before we felt the urge to make it our own. A reimagined version of the original bench, now crafted in silver metal, soon found its place in our new location.
The cushions were handmade by Pleun's friend, a lingerie label owner in Amsterdam (yes, our bench has better connections than most). On the morning of the Dream Unit's opening, Pleun’s sewing machine broke. Instead of panicking, we took it as a chance to improvise-fabric scraps and a bit of pillow filling, stitched together into the cutest set of cushions you’ve ever seen!
That moment says a lot about how this store came together. Nothing here was created in isolation or followed a perfectly curated plan from beginning to end. Instead, we lean into collaboration, spontaneous creativity, and an authenticity that comes completely natural.
THE HANGERS
From the very beginning, we wanted custom hangers engraved with our name.
We worked with Roy- the designer behind "Roy is a Mess" whose other creations are also featured in the store- to make it happen.
The spiky and bold shape and color started with Evy’s childhood drawings.
Roy took those freehand and playful lines and pulled them into the third dimension- coming up with the coolest hangers for us!
They’re our dream hangers, and somehow, everything looks better on them!
THE MATCHA
Matcha in a concept store? Not something you come across every day.
But the story behind the matcha we serve is even more special.
It all begins when a customer from Amsterdam decided to completely immerse herself in the craft of making matcha. She dropped everything to move to Japan for a month and learn every step of the process of growing, harvesting, and stone-grinding matcha, from a local farm.
The farm wouldn't just sell her the product. Access is earned through knowledge and respect for the craft. The standards are high- and rightfully so.
The result? Soft, balanced and sweet. the kind of drink you can only purchase at a specialty coffee place.
When the girl came back from Japan she brought this amazing matcha to us, as well as her knowledge.
Now we get to share it with you!
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STILL NOT DONE
We’re still building.
Coming soon:
-An open/closed sign covered in studs (because why not)
-Our logo in clay or glass- something tangible
-Handmade ceramic mugs for the matcha
-More hangers (obviously)
Space grows with us organically. New faces behind the creations, new creativity, emerging talents and way more!
What are we missing?
