From Amsterdam to Paris : the Zuiver showroom for Paris Design Week.
Paris Design Week 2026: a must-attend moment for retail and design
Every year, Paris Design Week turns the capital into a playground for design brands. Showrooms pop up across every neighbourhood, as each brand seeks the perfect stage to reveal itself to professionals and the public alike. This year's edition was built around the theme Pulse in Motion, a thread running through the whole week that invited visitors to experience Paris at its own pulse, through spaces designed as a genuine journey, exploring how an interior, too, can carry its own rhythm and energy.
Paris Design Week unfolded across several areas of the city : the Marais, Saint-Germain-des-Prés, Opéra, and Palais Royal, each with its own character, crowd and atmosphere.
For this edition, the ZUIVER group turned to Nestore to bring one of its standout projects to life: Maison Amsterdam.
A location chosen with intent: the Marais, rue de Turenne
The showroom took over rue de Turenne, a strategic address in the Marais. Now one of Paris's trendiest streets thanks to its many boutiques, concept stores and galleries, the neighbourhood has long been a natural draw for design lovers. Rue de Turenne in particular attracts a crowd accustomed to stepping into unconventional spaces, the perfect ground for a brand looking to reach the right audience.
A space built in the brand's own image
Nothing about the space was left to chance: the showroom was designed to feel like a true extension of ZUIVER's identity. The volumes, the light, the flow between rooms — everything worked together to make the space feel like a natural continuation of the brand, rather than a mere backdrop for furniture.
A journey, not an exhibition
Rather than simply staging furniture, Maison Amsterdam offered a real walk-through experience. Visitors entered through the living room, moved on to the lounge and dining area, and finished in the bedroom — just as they would in an actual home. The idea was to immerse visitors in the group's world and showcase, in context, its four brands: Dutchbone, Bold Monkey, FEST and Zuiver. Various collections were on display, putting the spotlight on several designers and their distinct styles — each room told a different side of ZUIVER's identity, while keeping the whole experience seamless.
The Zuiver Scholarship: a bet on emerging talent
Beyond the set design, Maison Amsterdam was also a chance to shine a light on one of ZUIVER's own initiatives: the Zuiver Scholarship. Each year, the brand selects an emerging designer and gives them the opportunity to create their own pieces. This year's spotlight fell on Valentin Avon, a young French designer who travelled to Jaipur, India, to work at a partner production site and craft two exclusive pieces. It's a initiative that speaks to the group's commitment to the next generation of creators, giving the showroom an added dimension — part commercial showcase, part platform for talent.
Open to everyone
The showroom worked on two levels: scheduled B2B appointments for industry professionals, and open access for anyone curious to discover the ZUIVER world. This dual approach let the brand connect with both its business partners and design enthusiasts passing through the neighbourhood.
A place you didn't want to leave
What stood out when walking through the doors of Maison Amsterdam wasn't just the furniture — it was the warmth of the atmosphere. People lingered, struck up conversations, took the time to notice the details and chat with the team on site. That's rare for a showroom format, where visits are often over in a few minutes: here, people wanted to stay.
Our takeaway
The Nestore team made the trip. And the experience lived up to its promise: an interior blending warmth and modernity, easing gradually into autumn through a thoughtfully chosen seasonal palette. ZUIVER leaned fully into its Dutch roots — clean lines, effective design, raw materials. A clear identity, carried through in every room of the journey, brought to life by well-curated collections and designers, and a space that managed to spark real neighbourhood energy for a whole week.
From Paris Design Week to your brand's key moments throughout the year, the challenge stays the same: finding the space that can tell your brand's story. Let's discuss your next showroom.
