Happiness Index in motion

The new design balances the brand’s heritage with its forward-looking vision. At the heart of the concept lies the idea of immersion: visitors are no longer just browsing books; they are stepping into narratives. From carefully curated colour palettes to evocative soundscapes and tactile surfaces, every detail has been chosen to stir the senses. Hidden ‘wonder rooms’ spark curiosity and invite discovery, while nearby spaces have been designed to accommodate the community events that define Paagman’s spirit—seamlessly blending interaction and imagination.

But this transformation wasn’t only about people—it was also about the planet. Sustainability was embedded in every design decision. Rather than starting fresh, we challenged ourselves to work with what already existed, reusing materials and minimising waste wherever possible.

With this transformation, Paagman enters a new era—one where stories are not confined to pages but echoed through walls, whispered through hallways, and felt in every carefully considered detail. It is a place where tradition meets imagination, and where both the community and the planet are invited to turn the next page.

In the heart of The Hague, standing proudly across from the historic Binnenhof, lies more than just a bookstore—it is a cultural landmark. Along the storied Lange Poten street sits the Embassy of Paagman, a beloved family-owned bookstore rooted in a deep appreciation for learning, storytelling, and community. For decades, Paagman has been more than a retail destination. Through intimate book launches and thought-provoking author events, it has fostered connection, curiosity, and cultural dialogue among locals and visitors alike.

Yet as the world shifts—driven by the digital age and changing modes of storytelling—so too has Paagman. Embracing a bold new chapter, the bookstore has relocated to a new space on the same historic street, reimagining itself not just as a place where books are sold, but as a place where stories are truly felt. Together with Paagman’s team, we set out to transform this new location from a purely transactional space to an immersive experience—rethinking how architecture, design, and emotion could work together to bring literature to life.

During the demolition phase, we uncovered a hidden treasure—solid teak hardwood flooring concealed beneath decades of paint. While it would have been easier to replace it, we recognised its beauty and value. After weeks of patient sanding and stripping, the floors were revived—preserving both material and memory.

A similar crossroads appeared when evaluating the bookshelves. While new shelves offered convenience and cost savings, discarding the old ones felt out of step with Paagman’s values.  In the end, 80% of the original shelving—brought from the previous store on the same street—was repurposed. Carefully repainted, reassembled, and reintegrated into the new design, it was a small act with a big impact, demonstrating that honoring the past and caring for the future can go hand in hand.