October 28, 2005 | 12:30pm
The foundations of good design-individuality, beautiful aesthetics and practical functionality-blend so seamlessly into life in Amsterdam that I sometimes forget that there's a purposeful, artistic hand behind some of the cool products. When that happens, I make a point of dropping into Droog Design and The Frozen Fountain where I'm instantly reminded of how hip and innovative this country's designers can be. In addition to a small exhibition space, the Droog Design gallery shows items from their own collection, and while many of those are iconic, familiar pieces like Marcel Wanders' Knotted Chair and the Rag Chair, Milkbottle Lamp and Chest of Drawers all by Tejo Remy, there's always something new, playful and hip to check out. And yes, all of it's on sale. The Frozen Fountain is a one-stop-shopping, design mecca, where the blissed out Wallpaper* Magazine set browses temporary exhibitions and shops for furnishing and accessory lines that include powerhouse design-duo Studio Job's contemporary ceramics and Hella Jongerius' sensational collection for Vitra-she's the first Nederlander to make the cut.

Whenever I need a dose of general retail therapy, I head to P.C. Hooftstraat, the city's chicest shopping stroll, or the Negen Straatjes (Nine Little Streets) where the picturesque warren of one-of-a-kind boutiques always surprises. P.C.-"Pahy-Sahy" to the locals-features A-list celebrity spotting and the requisite world class shops like Gucci, Louis Vuitton and Ferragamo, alongside fresh and youthful brands like oh-so-hip Filippa K, Holland's own Mexx, and Shoebaloo, the shoe store known for its stunning décor and collection of footwear that would tempt the most ardent Sex in the City devotee. The boutiques of the Negen Straatjes are also eye-catching, in part for their canal belt location, but also for their unique charm and diversity. Mendo, is a sleek-chic art and design bookstore that does double duty as a swank art gallery, while nearby the sophisticated Van Ravenstein sells clothing from international designers like Balenciaga and Dries van Noten while pride of place is reserved for the elaborate ready-to-wear fashions of the famous Dutch duo Viktor & Rolf. Elsewhere in the "nine streets" local fashion designer Analik has, or rather will have, her eponymous boutique-closed for the last few months, it's due to reopen any day, along with the Miauw Suites, a tiny boutique hotel graced with Analik's personal touch.

Amsterdammers love individualism, new ideas, and self expression, and I suppose that's why the Botticelli family opened its first concept store in this city. Botticelli Limited Experience sells, you guessed it…limited editions of gorgeous Italian shoes, and while the shoes look great, it's the store that generates the coolest buzz: Where plasma screens stand in for racks of shoes, customers navigate their way through a serious of options "creating" dreamy footwear that looks even better in person that in does on the 3-D model.

Finally, Now that geek-chic has cool-cachet I feel no shame in admitting that the seminal event in my childhood occurred the day my parents caved in to my begging and bought the first Atari 2600 on our block. The machine died long ago and those memories of gaming bliss were dormant until I stumbled into Game Over, Europe's retro game paradise. Stocking consoles and games, the shop is a funhouse for the Pac-Man generation. And while I'm on the topic of nostalgic diversions, I might as well mention Lambiek, since it's Europe's first, and arguably best comic shop-although the original art work, Robert Crumb lithographs, in store gallery, and huge selection of graphic novels are anything but child's play.

Droog Design
Staalstraat 7b
(0)20 523 5059
www.droogdesign.nl
Open Tue-Sun noon-6pm

The Frozen Fountain
Prinsengracht 645
(0)20 622 9375
www.frozenfountain.nl
Open Mon 1pm-6pm; Tue-Fri 10am-6pm; Sat 10am-5pm

Filippa K
P.C. Hooftstraat 129
(0)20 673 2343
www.filippa-k.com
Open Mon 1pm-6pm; Tue, Wed & Fri 10am-6pm; Wed 10am-9pm; Sat 10am-5:30pm; Sun noon-5pm

Shoebaloo
P.C. Hooftstraat 80
(0)20 671 2210
www.shoebaloo.nl
Open Mon noon-6pm; Tue, Wed & Fri, Sat 10am-6pm; Thu 10am-9pm; Sun 1pm-6pm

Mendo
Berenstraat 11
(0)20 612 1216
www.mendo.nl
Wed-Fri noon-6pm; Sat noon-5pm; Sun 1pm-5pm

Van Ravenstein
Keizersgracht 359
(0)20 639 0067
www.van-ravenstein.nl

Analik & Miauw Suites
Hartenstraat 36
(0)20 422 0561
www.analik.com

Botticelli Limited Experience
Leidsestraat 61
(0)20 528 9601
www.botticellilimited.com
Open Fri-Wed noon-5pm; Thu noon-9pm

Game Over
Hasselaerssteeg 12
(0)20 624 7841
www.gameover.nl
Open Mon-Sat 1pm-6pm

Lambiek
Kerkstraat 132
(0)20 626 7543
www.lambiek.net
Open Mon-Fri 11am-6pm; Sat 11am-5pm; Sun 1pm-5pm