A Green Passage at Amsterdam Central
In the newly opened Amstelpassage of Amsterdam Central Station, Let it Grow introduces a striking pop-up experience: a lush, almost paradisiacal interior set against a bold, urban backdrop. Designerly contrasts define the space—raw concrete pipes paired with softly hued Scandinavian furniture, all enlivened by an abundance of greenery.

More than a store, Let it Grow positions itself as a laboratory for urban living. Its mission is not simply to sell plants but to demonstrate the essential role of green in tomorrow’s cities. As founder Silke Tijkotte notes, by 2050 most Europeans will live in urban environments; making these spaces livable requires integrating nature at every scale—from schools and hospitals to rooftops and public squares.

Let it Grow store
2017
Interior, shop
52m2
Store
IJ-hal Amsterdam CS

Amsterdam already offers fertile ground for this “green movement”: think of Zoku’s jungle-like rooftop terrace or Growx’s vertical city farm. Let it Grow builds on this momentum, aiming to reach consumers directly with an accessible, playful, yet carefully curated setting.

Futurist Jacintha Scheerder, part of the project, underscores the evidence: greenery enhances health and happiness. In the store, visitors discover three themes—trust, hope, and focus—translated through plants, scents, and atmospheres. Lavender, for example, is shown to evoke generosity, while peonies and sunflowers spark joy and optimism.

In this way, the concept store goes beyond trend and aesthetics. It becomes an invitation: to imagine cities not only denser and faster, but also greener, more human, and profoundly restorative.