Created to fill a gap

We launched Showroom in 2023 because Amsterdam lacked something we considered vital: a dedicated space for contemporary African culture and creativity. Three years on, we serve as a gateway for African brands and creators seeking to access the Dutch market and as consultants for international brands and organisations seeking to tap into the African creative scene. We help the latter navigate the African market through cultural research and by linking them with people on the ground.

Pretoriusstraat 64D

Group of people at an indoor event, with two individuals in the foreground smiling and posing for the camera, one pointing at the other, holding a shoe, and wearing casual clothing, surrounded by others engaged in conversation and activities.

We are a platform and community space that showcases independent fashion and accessory brands from across Africa. Beyond retail, we serve as a cultural bridge in the Netherlands by programming events and connecting African talent with our local network.

Two women are standing near a window inside a store or cafe, looking at a book or magazine. One woman has dark skin and curly hair tied up, wearing a black jacket, and holding a beverage in her hand. The other woman has lighter skin, short hair, and is wearing a black jacket with a scarf. A third woman with brown, curly hair, wearing a purple jacket, is standing in the background, holding a beverage and smiling. Outside the window, cars and a bicycle are parked on the street.
Interior of a boutique clothing store with a white wall and wooden display shelves holding hanging clothes, books, and decorative items, a black chair, a white round stool, and framed artwork on the wall.

Want to host your event at Showroom? That’s possible.

A group of four people, reading books and standing in a room, with a wall displaying photos in the background.

Why Showroom? Our track record and expertise.

20+ years of experience: immersed in contemporary African culture since 2005, with an established continent-wide network since 2008.

Driven by research: conducting independent, uncommissioned cultural and market research since 2015 to keep abreast of the creative landscape.

Proven track record: collaborating directly with creators since 2017 and producing for international brands and platforms since 2018.