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1985: DFS ≠ cool. 2015: DFS = cool.

Picture it. Rotterdam, 1985. A teenage boy named Patrick Kooiman wakes up at 9AM, turns on his tiny Sony Trititron TV set and hopes the the weather is good enough so that he can watch ITV without too much static. He’s in luck, the sky is clear, reception is perfect and Patrick sits down to watch a whole weekday morning of television from across the North Sea in the comfort of his own room. Spandau Ballet drops by the TV AM studio to tell Anne Diamond about their their latest video right after these messages. An advert for DFS comes on.

Die Engelsen hebben een rare smaak, he thinks to himself as he snickers at the funny oversized settees with their big floral patterns. Such a big contrast to the stylish but slightly faux Memphis look of his own room. You see, earlier that year Patrick’s parents had surprised him by painting the boring white cabinet in his room in bright blues, reds and greens. Best mom and dad ever! They had also helped him frame the three expensive Keith Haring posters he had bought earlier that year. He takes a look at them and thinks to himself: Now that’s what I call cool!

Now picture this. It’s 2015. Patrick is about to turn 46 years old. And the Memphis Revival revival is well on its way out. Now a grown man, Patrick sits behind his desk in his living room and readies himself to write today’s update of his blog Interiorator.com. Before he does, he finally takes the time to go through an e-mail one of his favorite PR agencies had sent him a while ago. Patrick, it says, would you be interested in featuring these pictures from this new brand we’re representing? They’re called DFS and they’ve just opened their first store in the Netherlands. Patrick takes a look at the pictures, makes a careful selection and thinks to himself: Now that’s what I call cool!

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