Named after the 17th–century poet and playwright Pieter Cornelisz Hooft. The P.C Hooftstreet consists of 100 buildings spread over a length of about 300 meters. The road crosses the prestigious Van Baerlestreet, a chic shopping street in the Old South. The P.C. Hooftstraat and Van Baerlestreet is all about seeing and being seen. You'll find the most luxurious and chic shops, among others Louis Vuitton, Cartier, Gucci and Chanel. All famous couturiers like to settle in this street. Well into the twentieth century was the P.C. an normal street in Amsterdam. There was a greengrocer, a milkman and a bookstore, but since the eighties, they evolved from a neat street in Old South to the most expensive shopping street in the Netherlands. The expensive cars can be parked just outside the shop, something which is typical in these streets.