Go 2theloo in Amsterdam

Amsterdam is infamously home to some very public places for people to pee. Besides the canal side, most often frequented by those who've had one too many. Dotted throughout the city are "pissors" or public urinals for men. The large, mesh-designed metal contraptions are little more than an outdoor option for gentleman to relieve themselves. And while they get to easily relieve themselves when the time is right, their ladies have to resort to holding it. Until now.

2theloo is a Dutch concept for taking care of business - in style. Their facilities are "always clean," according to their website, and a reliable, clean place to refresh yourself for only one euro. They also supply their stalls with an array of toiletries for men, women and children.

The idea may seem pretty obvious, particularly for those who've caught themselves wandering the streets of a new city, uncertain of where to go and whether you'll be shown a toilet, or back to the road. In Amsterdam, for example, consumption is required to use a cafe's facilities, otherwise you have to pay! But in the marketing world, 2theloo is considered revolutionary. Their concept was last year's winner of the ING Start Up Retail prize.

Now celebrating their one year anniversary in Amsterdam, 2thloo's flagship location is on the busy shopping street, Kalverstraat. And, they are already seeing remarkable growth. Already Shell stations across the Netherlands are upgrading their public toilets with 2theloo's help. As they continue to grow, they stress the importance of staying green in the loo. All of their facilities use water saving technology, cutting the average flush down from 3 liters to just 0.8. The same goes for tap water, which is airated to reduce pressure 70 percent, without compromising hygiene.