Sex Shop
Back in 2024, I was asked to completely redesign the 25+ year old sex shop Heaven07, located at the corner of De Oudebrusteeg and  Warmoesstraat Amsterdam: from interior, name, and concept to graphic design and immersive experience. The shop was reborn as Oeh (after Nana and Heaven07): upstairs a sexy concept store, downstairs a staged descent into the red light district, including a deliberately tacky, naughty photobooth.




This transformation grew out of my ongoing research into the Red Light District; into dynamics of seeing and being seen, exposure as performance, and the psychological charge of spaces built around desire, control, and projection. It is also an ode to disappearance: to the parts of what we think of as “known Amsterdam” that the city was built on, and is now actively pushing out, sanitizing, and rebranding.

Together with Aske Hvitved, I developed the concept; he built the woodwork and installation.