Project Hotel The Exchange, Stock and Options! is a hotel with rooms dressed like models, a restaurant serving Breakfast all Day (Stock) and a Contemporary department store (Options!). For this transformation, cooperation was sought with students from the Amsterdam Fashion Institute.

The hotel interior breaks with traditional interior design principles. The collaboration with fashion students has led to a completely new perspective on interior design. The project has benefited greatly from the interdisciplinary way of thinking, evoking the idea of a new kind of designer attitude: the directing designer. Designers Ina Meijer and Matthijs van Cruijsen allow the experiment an extraordinary amount of space. They put out the lines within which the students are free to take the freedom they need. The project is locally relevant, as it contributes to a positive perception of the environment (Damrak).