Storeage's design for the new UPC store in Dordrecht breaks the myth of the 'all-boys-football-night' and caters to the needs of women. The store is divided in two areas: a masculine themed service area 'Behind the Screens' which echoes of a well-oiled machine ensuring premium service. The other side of the store, 'In front of the Screens', features a feminine area, where the customer can watch television in comfort.
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