ROTTERDAM, 13 June 2025 – A new creative addition has opened its doors on the Nieuwe Binnenweg. Hello Darkness brings alternative fashion, music, and literature to the heart of the city.
Image: Alderman Robert Simons and entrepreneur Milena van den Berg. Photo credit: David Rozing.
New alternative lifestyle shop opens on Nieuwe Binnenweg
A new shop specialising in vintage fashion, alternative music and zines has been opened on the Nieuwe Binnenweg in Rotterdam. The shop, named Hello Darkness, was launched as part of the Startersstore initiative by the municipality, aimed at countering vacancy and revitalising shopping streets.
Hello Darkness is operated by Milena van den Berg, who previously managed a local branch of Susan Bijl. The new shop marks her first independent venture and has been described as a reflection of her international touring experiences with her band, GGGOLDDD.
Municipal support for creative entrepreneurs
The opening was marked by a visit from Alderman Robert Simons (Economy), who expressed support for the shop and its contribution to the city's commercial landscape. “Rotterdammers want shopping streets that are clean, safe and lively,” said Simons. “By tackling vacancy and supporting promising entrepreneurs, we help strengthen local shopping areas and the city’s liveability.”
According to Simons, the property on Nieuwe Binnenweg underwent significant renovations before being handed over to Hello Darkness under a flexible lease structure.
A personal concept rooted in global inspiration
Milena van den Berg stated that the shop was shaped by her experiences abroad: “Hello Darkness is inspired by places I felt at home while touring with my band. It’s meant to be alternative and non-conformist. People come here to find clothing that reflects their identity, to discover music that speaks to them, or to pick up a zine they didn’t know they needed.”
In addition to fashion, the shop offers records, cassettes, independent publications, and lifestyle items. The interior design mirrors the aesthetic of the alternative community it aims to serve.
Image: Alderman Robert Simons and entrepreneur Milena van den Berg. Photo credit: David Rozing.
Startersstore programme seeks distinct concepts
The Startersstore programme (initiated by the municipality’s Fonds Vitale Kerngebieden) provides a platform for emerging or growing entrepreneurs to open a shop in an established location, without long-term lease obligations. The concept draws inspiration from similar projects in other cities and responds to a growing demand for distinctive and diverse retail offerings in Rotterdam.
A selection process was held to determine the most suitable tenant for the space at Nieuwe Binnenweg 10H. Hello Darkness was ultimately selected based on the uniqueness of its concept and how it aligns with the street’s character.
Visit Hello Darkness
Hello Darkness is located at Nieuwe Binnenweg 10H and is open from Wednesday to Sunday, between 12:00 and 18:00. The shop is situated in the heart of a lively shopping street known for its independent boutiques and cultural venues.
Nieuwe Binnenweg is easily accessible by tram and bicycle, and is a short walk from Eendrachtsplein metro station. The area blends historical architecture with contemporary businesses, making it a notable destination in Rotterdam’s west.