When cities become beauty machines
The ground floors of the newly completed residential towers in Amsterdam-Noord speak volumes. Large window stickers promise a new lifestyle: a transformation not just of the neighbourhood, but of the body. Names like Infinity Lifters, Brazilian Body Wax, RoForm, TrainMore, and Beauty by Sumaya are just a sample of the recent arrivals on a single street corner.
On the spot where cheap furniture stores and car garages once dominated, a true beauty district is emerging. Services related to fitness, health, and beauty treatments are clustering and defining the streetscape. This concentration of boutique health and beauty concepts is no accident: it reflects the zeitgeist, driven by the individualist lifestyle and health cult among urbanites on one hand, and the patterns of urban development in emerging districts on the other.
