I defined the brand strategy, and designed the brand identity and Interior Design for a retail concept store and playspace in Amsterdam. The client, Brooklyn Brownstone, had already named the business ‘The Labour Department’ and was already running classes for new parents in a small unbranded retail space in Amsterdam West. As the business was less than 12 months old when we started working together, I suggested she treat the Interior of the space as a ‘minimal viable product (MVP)’ whilst she continued to uncover the needs of her new community and audience, and to ensure those needs once determined were able to be met in the small space she currently occupied. I therefore suggested only modular furniture that she could take with her to a new larger premise, if needed.