Stuart Amsterdam | Showroom for Interior professionals | Diemen area

norr11 showroom Amsterdam

This week I visited a new showroom for interior professionals in Amsterdam-Diemen. STUART (in full STUART Amsterdam Interior Hub) is an initiative of four

entrepreneurs from the interior industry who have joined forces. On 400m2 and a 150m2 roof terrace they created an inspiring interior environment for interior designers, architects, stylists, retailers, project designers and professional clients.


In addition to being a great work location (working showroom), STUART is above all a place

where interior design enthusiasts can see different design collections curated by the four founders of the concept: Remco Beekers from Charles & More, Guido Kroos from Milani Ruimte Inrichters, Pim Bakker from Fourmost Agency and Roger Roquas of BOND Interior.

Rogier explains: “Remco and I both needed more space to better show what we do. For NORR11, one of the brands of which I am an agent for the Netherlands, I had been looking for some time for a showroom in Amsterdam. We quickly saw the potential of this location and have involved Pim and Guido in order to create another more attractive location and a wider range of brands and to be able to offer services for the interior professional.”



Pim adds: “With my agency I represent a broad package to brands. Now that the international fairs are cancelled, I still want to offer my customers the opportunity to view and experience the collections. At STUART I present my brands Million, Jonas Ihreborn, Nuura lighting and Pholc.” 



STUART is aimed at the professional client and (interior) architect. Consumers are welcome, together with (or after referral from) a interior designer, architect or project designer.

The ground floor is really furnished as a showroom with the - mainly Scandinavian - brands from Rogier and Pim. Remco and Guido work in their offices on the first and second floor “working showroom” and you end up in a more business environment, where beautiful interior collections, acoustic solutions and office innovations are on display..

Remco: “Interior architects and designers can come to us for advice and implementation of their projects. We think along for projects like this as efficient, creative, sustainable and successful as possible. We can take care of the total furnishing and supply all disciplines ranging from

furniture, customization and lighting to floor and wall systems”.

Guido: “When Remco and Rogier approached me with the idea of bundling at a super cool location in Amsterdam, I was immediately hooked. I strongly believe in creating a platform together with like-minded people created for the professional interior design enthusiast. Our Italian furniture brands such as Martex, Kastel, Fornasarig, Diemme, Milani and Livoni and MUTE's high-end acoustic solutions fit seamlessly into the concept and appearance of STUART.

Unique for this location is the roof terrace where visitors can enjoy sunny weather be welcome for a drink and be able to take a seat on the outdoor furniture

from BRYCK, among others.

STUART Amsterdam Interior Hub

Verrijn Stuartweg 1 d + e

1112 AW Diemen Instagram: @stuartamsinteriorhub