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The P.C. Hooftstraat is a street located in the “museumkwartier” which is part of the ‘South’ district of Amsterdam. The street is a thoroughfare from the Hobbemastraat/Stadhouderskade to the Van Baerlestraat. In the 1970’s, the street was known as a regular shopping street for the daily needs. However, since then, the image of the street has changed remarkably.
The transformation of the P.C. Hooftstraat began with the impoverishment of the Kalverstraat, where many luxury retailers were located in the 1970’s. These retailers subsequently chose to locate in the P.C. Hooftstraat, thereby changing the character of the street. Rents have risen since then, and at the beginning of the 1980’s, the majority of the self-employed retailers had left the street due to the rising demand from luxury retailers. Whereas the P.C. Hooftstraat was known as a regular daily needs shopping street before the 1970’s, the street is nowadays known as the most luxury shopping street of the Netherlands. The retail in the P.C. Hooftstraat is characterized by a high supply of retail focused on luxury clothing and fashion (78%), with brands such as Chanel, Louis Vuitton, Prada, Gucci and Cartier. The late nineteenth and early twentieth century architecture gives the street a unique historic character.