ROTTERDAM, 28 November 2024 – A new concept in sustainable shopping is set to take root in Rotterdam, with the opening of the New Store 3.0 pop-up at the Nieuwe Instituut. Focused on regenerative retail, the store introduces products designed to benefit people and the environment.
New Store 3.0 opens in Rotterdam
The Nieuwe Instituut in Rotterdam will launch the third edition of its New Store concept on Thursday, 12 December 2024. This pop-up shop, housed in the museum’s foyer, serves as a testing ground for alternative retail models that prioritise sustainability and regenerative practices. Unlike previous editions held during design festivals, this iteration will offer physical products for sale from seven designers, marking a significant step forward for the project.
The shop will remain open for at least a year and is expected to evolve into a permanent feature of the Nieuwe Instituut. Entry to the New Store is free and accessible during regular museum hours.
Exploring regenerative retail
The New Store initiative is part of a long-term research project by the Nieuwe Instituut aimed at developing a retail model that contributes positively to ecological and social systems. The pop-up serves as a living laboratory, where consumer feedback, regenerative criteria, and innovative designs are tested and refined. Over time, these insights will guide the development of a fully regenerative retail space.
Products available in New Store 3.0 include creations such as SeaWood by BlueBlocks, Reef by Urban Reef, and Woolfiller by Heleen Klopper. Each item has been produced in collaboration with local makers and is designed to benefit its surrounding ecosystem, whether by rehabilitating soil, supporting marine habitats, or fostering sustainable small-scale industries.
Some products also encourage customer participation through workshops and activities, inviting the public to contribute to the continued development of the concept.
Insights from the Nieuwe Instituut
Aric Chen, general and artistic director of the Nieuwe Instituut, highlighted the importance of the initiative, stating, "New Store is one of our testing grounds, where we bring ideas into the real world to see how they function. Cultural institutions must not only discuss and present design solutions but also implement them."
In partnership with Rotterdam University of Applied Sciences, the project also includes the development of a regenerative label. This certification system aims to measure the environmental and social impact of products and services. The results of this labelling process will be displayed in the shop, providing customers with transparency about the products’ sustainability credentials.
Location and visiting details
The New Store is located in the foyer of the Nieuwe Instituut at Museumpark 25 in Rotterdam. The shop is open six days a week during museum hours, and admission is free.
For visitors arriving by public transport, the Nieuwe Instituut is a short walk from Eendrachtsplein metro station and Museumpark tram stop. The area is well-connected and offers a range of cultural and recreational activities.