Rotterdam's creative hub Groos store has opened its doors to the public yesterday after four successful years of renovation by MVRDV. Gross' new 300 square-metre home, located at the historic Het Industriegebouw, provides more dynamic and flexible space to creative entrepreneurs, artists, architects, designers.

MVRDV designed a compact, flexible but vivid space for the Gross' interior and restored the existing facade referencing to the original roots of the industrial building. A single-storey space features a mezzanine floor, which is accessible through a black steel staircase on the ground floor. The mezzanine floor includes black desks to work individually or becomes a meeting place for gatherings.

The info point, highlighted with black oval platform, welcomes visitors with a wide range of products and a dominant green flower. All furnitures are scattered throughout the interior harmoniously and within a soft colour of palette to make the space more energetic.

Groos selected Het Industriegebouw as its new home - the building is an icon of the reconstruction of Rotterdam designed by the legendary architect Hugh Maaskant in collaboration with Willem van Tijen. 

"Its original function as a communal building is now being restored as it continues to return to its former glory. From growing tech start-ups to creative entrepreneurs, artists, architects, designers and from fine dining to high-end retail, Het Industriegebouw is Rotterdam’s urban place to work, eat, shop and relax and now, also the new home of Groos," said MVRDV.

The Groos' concept store recently changed its focus to more on high-end design, art, and collaborations with a range of creatives, yet still staying true to its original concept: to promote local talent from Rotterdam to a wide audience. Sabine Marcelis designed the store’s distinct bright pink wall, displaying original artworks, and its custom-made mint green candy counter. 

MVRDV’s design proposal revives the space by referring to its original form and the studio creates a compact shop by creating a custom-built cabinet of Rotterdam product which allows maximum floor space for a changing events and gallery program.

"We are looking forward to Groos joining us right next door at Het Industriegebouw, a historic building that now houses a diverse group of creatives", said Jacob van Rijs, MVRDV co-founder.

"As the store and city evolved, it seemed right for us to take the next step as well," said Groos co-founder, Tjeerd Hendriks. 

"We started out in Het Schieblock in an up-and-coming neighborhood with minimum funds and now we are moving to a monumental and historical building with world renowned Architects, MVRDV as our neighbors, and designers  of our dream store," Hendriks added.

Groos has been featured from The Wall Street Journal to Elle, and Architectural Digest to The Lonely Planet and it has been named as a leading example for promoting contemporary goings-on in the world of design, art, food and culture in Rotterdam.

MVRDV continues to work with local creatives projects to reflect its local scene to global audience and with this design of the new Groos store, the studio shares its contributions to support Rotterdam’s entrepreneurial and creative spirit.

MVRDV recently completed new Seoul Skygarden - also called Seoullo 7017, which has been transformed Seoul's 1970s disused overpass into a giant public garden. It was reported that 250,000 people from all ages visited Seoul Skygarden for only its opening. 

All images © Ossip van Duivenbode

> via MVRDV