Okay, we can be historical and talk about the street being named after the writer and poet Pieter Cornelius Hooft or we can go for the jugular and talk about the poshest shopping street in the country and most expensive bit of the Dutch Monopoly board.

All the designer stores are here (Gucci etc), and you will see the greatest concentration of botox, facelifts and blonde streaks. Logo logo logo. Our very own footballers' wives - Mrs Estelle Gullit etc - can be spotted here most days of the week. The SUV is known in Dutch as the PC Hooftstraat Tractor and you can see why.