Founded in 2014 in Amsterdam the Netherlands V@Amsterdam is a concept design atelier specialised in sustainable production of Amsterdam related interior items and souvenirs. Our products are handcrafted by non-profit organisations aiming to help the less fortunate through the European Union. V@Amsterdam guarantee that all materials and textiles comply with current environmental and labour law.


Why pillows? I like pillows as they are considered a small accessory, but depending on their shape, color and material they can have a  big impact on any space. Pillows are the earrings of the house! Amsterdam is my home town. I love to live here. It makes me happy to walk along the channels of Amsterdam and to look at the houses. The typical Amsterdam houses on the Amsterdam Canal Houses Pillow are designed and drew by myself.

Why letterpress? One of the core values of V@AMSTERDAM is Craftsmanship. Our mission is to keep traditional techniques alive by adding a contemporary flair to them. As a result of my new passion, the V@AMSTERDAM Letterpress Wall Art was born.


People often like to change their accessories in the house, but I wanted to design a pillow that is timeless.  My aim is that people wouldn’t get bored with these pillows but it would make them happy every day and stay with them through the different phases of their lives. I spent a lot of time finding the right fabrics for this purpose. I wanted to have luxury fabrics, with a very soft feel which are extremely durable and easy to clean. As sustainability is one of my core values I wanted to keep the supply chain as short as possible by importing fabrics from European suppliers.

I pay attention to the smallest details. The zippers are made with great care by a small family business in Europe. They are colored to match the colors of the cushions. According to the owner of the zipper company, zippers are like women. If you offer them tenderness, care and attention every day, you will not encounter any difficulties. However if you are inpatient, rude or give no attention, sooner or later you going to get a problem.


I choose for uniqueness instead of mass production, because I believe that less is more. The houses on the pillows are all cut by hand and sewed on the pillow with a sewing machine. For an experienced worker it takes about 4 hours to make one small pillow.

The first samples were made by me. By now, I have built partnership with several foundations who bring talented people together, where they learn them new skills and actively coach them through labor activation, reintegration.

The Founder

Veronika Utasi built an international career as a business consultant; although very successful, she couldn’t stop thinking of her primary love which is designing. In 2014 she launched her own design company V@Amsterdam.

Veronika Utasi

Thank you for purchasing our products. We hope you are as happy as we and our other customers are with the products.