The OntFront store is located on the Haarlemmerdijk 121, in the centre of Amsterdam. This part of the centre is also called the 'Haarlemmerbuurt'. It has a great ship building history and even its own dialect. The Haarlemmerbuurt used to be a rough neigbourhood back in the days, hence the Amsterdam dialect term 'Haarlemmerdijkies', which means cunning, sly, vile, or vicious.
Now the Haarlemmerbuurt is the most vibrant and fly hood if you ask us. Here's a picture from 1958, Haarlemmerdijk 121.