As Good As New pop-up shop by i29 // Amsterdam.

“We find old stuff we like. We fix it. We cover it with our special blend of solvent-free grey matter. Then it’s As Good As New.”

Well isn’t this just a little bit clever? You’re looking at a pop-up shop for a second hand Dutch furniture brand As Good As New. Located in one of Amsterdam’s super-cool fashion stores SPRMRKT (who’s owner clearly isn’t a fan of vowels), the project is a collaboration between advertising agency Gummo, Dutch studio i29 and Krimpex coating systems.

The concept behind the furniture is simple – second hand pieces found at flea markets and op shops are coated in industrial spray-on plastic. The homogenous layer of matte grey ties the whole collection together, despite the fact that all the pieces are wildly different – old-school computers, mannequins, ornaments, various furniture etc. Following the same principal to furniture, i29 have coated everything at the pop-up shop itself to create a unified sculptural image.

So simple and wild. I like it!

[Images courtesy of As Good As New.]