De Bijenkorf Amsterdam

Designed by: i29 interior architects
For client: De Bijenkorf Floor area: 3500.00 M² Year of completion: 2019
Submitted for: Multi-Brand Store of the Year

086 Hr 50 The Grid Bijenkorf
© ewout huibers

Formal department

About the Project

De Bijenkorf is a luxury department store with seven branches in the Netherlands and part of the British Selfridges Group. i29 interior architects made the design for the new 3500 m2 menswear department on the first floor of the Amsterdam store. The monumental building on the Dam square in the heart of Amsterdam is a national monument. For the major renovation that is going on for some years, the British firm HMKM made a new retail strategy and KAAN architects an architectural vision. The starting point was unveiling the original construction and opening up the façade for more daylight and the connection with the city.

The interior design of i29 is based on the architectural structure of the building. A spatial "grid" connects floor, columns, ceiling and furniture with each other in a division of gray tones. This structure forms a strong basis for the various installations, shop-in-shops and generic brand presentations in the store.

The "brand stores" also follow the grid, but distinguish themselves in their own materialization. This brings unity to the experience but at the same time ensures diversity, variation and flexibility for specific brand identities within the general structure. Each area has been given its own identity by varying the color and material of the installations. Glass in different colors provides a transparent spatial experience but also defines the different areas.

What’s unique about it

The design feature of creating a 'grid' and at the same time placing installations 'off the grid' a is powerful gesture. It provides flexibility for temporary reorganization and at the same time unity in the spatial experience. In the new setup, all men's fashion is brought together on one floor, making new combinations possible organized around target groups such as: formal, casual and designer. The continuous grid in combination with the use of transparent materials provides overview, clear sightlines and a natural flow through the store. The individual installations follow the grid, but are flexible enough for a temporary reorganization to be able to draw up different scenarios such as a seasonal or sale presentation. Because the grid literally cuts through the furniture, a subdivision between the products is created in a natural way and gives various presentation options. This way, the more than 7 million visitors who visit the Bijenkorf Amsterdam every year can expect a new experience every time they visit the store.

086 Hr 51 The Grid Bijenkorf
© ewout huibers

Formal department

086 Hr 41 The Grid Bijenkorf
© ewout huibers

Denim department

086 Hr 40 The Grid Bijenkorf
© ewout huibers

Denim department

086 Hr 21 The Grid Bijenkorf
© ewout huibers

Shoes department

086 Hr 20 The Grid Bijenkorf
© ewout huibers

Shoes department

086 Lr 12 The Grid Bijenkorf
© ewout huibers

LED installation for brand presentations

086 Hr 10 The Grid Bijenkorf
© ewout huibers

LED installation for brand presentations

086 Hr 05 The Grid Bijenkorf
© ewout huibers

Formal department

086 Hr 01 The Grid Bijenkorf
© ewout huibers

Main walkway

Slideshow i29 De Bijenkorf Amsterdam

Location of project:
Credits:
i29 interior architects

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