A pop-up store is opened during Dementia Week (2018) with the aim to bring more attention for Alzheimer's disease as well as having a high traffic sales point for the Alzheimer Socks.
This year the socks were designed by an Alzheimer's patient; grandpa Willem, together with granddaughter Naomi. Visitors could buy their own pair of Alzheimer's SOCKS to support research at the Alzheimercentrum in Amsterdam.
Furthermore, singer Kim Erkens, known for the Forget-me-song (Vergeet-mij-Liedje), showed 50 beautiful musical video portraits she made of people with dementia.
In addition, Wiesje van Flier, head of research at the Alzheimercentrum Amsterdam, gave a mini lecture on what dementia does to the brain.