290 Square Meters was originally founded back in 2001 by the shop’s founder—who goes by the mononym, Ido—as a space to attract creative, talented and like-minded people and to host diverse happenings—including fashion shows, product launches, poetry readings and art shows—all under one roof.

In April 2008, the originally titled 90 square meters moved to a new location near the flea market Waterlooplein and expanded its girth to 290 square meters in the process. It is now situated underground in an old bank vault and remains a place of discovery. The new shop still carries a lot of brands that have been available at the KNSM Island for years including Wood Wood, Henrik Vibskov, Holland Esquire and S.N.S. to name but a few.