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“old ways won’t open new doors”, my first contact with the new edition of Enter the loft in Amsterdam. This text was written on the lift of the Cristofori building. On the 5th floor I found the apartment of the mysterious Mr. Benjamin, a well-traveled, living artist with impeccable taste and an eye for authenticity, luxury and sustainability.
The concept of Enter the loft is simple: Kassandra, Floris and Maarten believe that seeing things fit together helps people imagining it in their own home. So they decorate (temporary) showrooms as if someone (Mr. Benjamin in this case) is living there, with items of their favorite brands and artists. Everything you see is for sale: you can buy when you visit, or online.
Founder of The Loft Kassandra Schreuder: ‘What is best about an interior is that you can read someone’s personality, almost like a story. It says something about the questions and choices that matter in life. This edition Mr. Benjamin shows that you can make conscious choices without having to deliver in terms of luxury and aesthetics. This has resulted in collaborations with several special brands in the field of interior design, lifestyle and fashion. ”