de Bijenkorf Amsterdam womens department

    Coolcat Retail Concept

      RETAIL CONCEPT COOLCAT
      In april we opened the first store with Coolcat's brand new retail concept.
      1200 m2 of pure fun! more to come...

      ...more

      RETAIL CONCEPT COOLCAT
      In april we opened the first store with Coolcat's brand new retail concept.
      1200 m2 of pure fun! more to come...


      AMERICA TODAY CHURCH
      • photographed by Ewout Huibers

        AMERICAN CHURCH
        Fashion retailer America Today tasked us with converting a derelict 17th-century chapel in the Belgian city of Ostend into a modern clothing store. Our goal was to carry out the transformation of the church with respect for...more

        AMERICAN CHURCH
        Fashion retailer America Today tasked us with converting a derelict 17th-century chapel in the Belgian city of Ostend into a modern clothing store. Our goal was to carry out the transformation of the church with respect for the building’s architecture to let its former glory shine through, while at the same time creating enough display and storage space. The solution proved to be the construction of a mezzanine level in the apse of the church to accommodate fitting rooms and storage. The fitting rooms were installed in triptych form: a playful nod to the building’s former function. By the use of plain materials such as Oregon pine, blackened steel and plywood, we stressed the roots of America Today as an importer of authentic American campus style basic clothing. We further emphasized this connection by the instalment of a giant American-style fire escape: it separates the store from the street, yet also allows the shopping public a glimpse of the America Today devotees inside.

        Design team: John Maatman, Merijn Verduyn
        Photography: Ewout Huibers
        Ostend / 2014


        Nike CROSSTOWN Runners London

          CROSSTOWN RUNNERS
          Where it comes to running in all its shades, Nike’s Crosstown Runners is the new kid in town. Targeted to a specific user group – that is, fanatics who choose the urban grid as their spot of...more

          CROSSTOWN RUNNERS
          Where it comes to running in all its shades, Nike’s Crosstown Runners is the new kid in town. Targeted to a specific user group – that is, fanatics who choose the urban grid as their spot of exercise –the corresponding line of sportswear as developed by Nike needed a matching retail concept.

          Part of a lifestyle trend, the apparel mimics streetwise high fashion. Think sneakers with fluorescent colour details or outspoken graphic leggings. Hence, the input for the new store concept (conceived in one month and go be rolled out Global ) was literally taken from the street. Curve stones from the base of the walls, tramlines support freestanding furniture elements and elevated public benches serve as display systems for footwear. A high level of execution, eye for detailing and gloss finishing discern the store from the real street outside and add value to the apparel on sale.

          Design team: John Maatman, Carlijn Kriekaard
          Photography: Nike
          London / 2014


          Denim Department for Bijenkorf
          • Photographed by Ewout Huibers
          • Photographed by Ewout Huibers
          • Photographed by Ewout Huibers

            PREMIUM DENIM DEPARTMENT
            As part of their premium experience strategy, high-end department store De Bijenkorf asked us to design a women’s-only premium denim department with display space for 250 models of jeans from 12 different brands. The end result,...more

            PREMIUM DENIM DEPARTMENT
            As part of their premium experience strategy, high-end department store De Bijenkorf asked us to design a women’s-only premium denim department with display space for 250 models of jeans from 12 different brands. The end result, with an area of 120 square metres, is the largest luxury denim department in the Netherlands. With its solid, but elegant steel framework exterior and soft interior of skin-toned  wood, woolen carpets and velvet curtains, the department brings up associations with a bird’s nest. Ombré furnishings in feminine colour schemes and red copper clothes hangers playfully reference the products that are for sale, while the rest of the décor is kept muted and neutral to allow the wide variety of jeans on display, from classic to high fashion, to pop.

            Design team: John Maatman, Carlijn Kriekaard
            Photography: Bearandbunny
            Amsterdam / 2012


            DEPARTMENT STORE BLOB

              THE BLOB
              In 2010 a new architectural icon was erected in the city of Eindhoven: the Admirant Entrance Building (better known as ‘de blob’) by Italian practice Massimiliano Fuksas Architetto, a five-storey blobular structure wrapped in a curvy skin...more

              THE BLOB
              In 2010 a new architectural icon was erected in the city of Eindhoven: the Admirant Entrance Building (better known as ‘de blob’) by Italian practice Massimiliano Fuksas Architetto, a five-storey blobular structure wrapped in a curvy skin of glass and steel. We were asked to design and build a multi-brand department store inside it within a period of six weeks. It was a challenging assignment, given the narrow time frame, the absence of interior walls and the see-through exterior of the building. To establish a connection between the inside and outside of the building, we created curved, semi-transparent display walls, glass counters and floating clothes racks. Soft, flowy curtains offer privacy for fitting clothes, while simultaneously improving the acoustics of the building.
              Design team: John Maatman, Carlijn Kriekaard
              Photography: Bearandbunny
              Eindhoven / 2011


              Supertrash NYC

                SUPERTRASH FLAGSHIP STORE NYC
                Dutch womenswear brand SuperTrash, brainchild of designer Olcay Gulsen, asked us to develop a concept and design for its first store across the Atlantic Ocean. We transformed a dark and old-fashioned office space on Prince...more

                SUPERTRASH FLAGSHIP STORE NYC
                Dutch womenswear brand SuperTrash, brainchild of designer Olcay Gulsen, asked us to develop a concept and design for its first store across the Atlantic Ocean. We transformed a dark and old-fashioned office space on Prince Street in Downtown New York City into a light and airy flagship store with custom-made furniture. In the Nolita boutique the label’s collection is presented in a more spacious and luxurious way than in Europe: it’s the store employees who provide customers with clothes that have the right size and fit. The upscale atmosphere of the boutique is further emphasized by the use of sleek, gold-accented glass furniture, comfortable lounging sofas and indirect cornice lighting. Feel like a princess on Prince Street.

                Design team: John Maatman, Carlijn Kriekaard
                Photography: Bearandbunny
                New York / 2012


                Departement Store Amsterdam

                  SUNRISE
                  Golden hour, the magical period shortly after sunrise and before sunset, when the light is soft and warm and makes things glow unlike any other time of the day. That was our inspiration when transforming a dark and...more

                  SUNRISE
                  Golden hour, the magical period shortly after sunrise and before sunset, when the light is soft and warm and makes things glow unlike any other time of the day. That was our inspiration when transforming a dark and dusty house-turned-office space into the flagship store of fashion brand DEPT. We uncovered boarded-up windows, removed all redundant walls and painted the remaining walls white to allow daylight to flood the store from front-to-back. Since we based the layout of the store on that of a family home, each floor has a different vibe: from the greenhouse complete with hanging plants and a glass ceiling at the rear of the ground floor to the attic, three floors higher, where stacked pieces of furniture function as display shelves. We brought the building back to life.

                  Design team: John Maatman, Carlijn Kriekaard
                  Photography: Bearandbunny
                  Amsterdam / 2011


                  MEN AT WORK STORE GRONINGEN

                    BACKSTAGE
                    Enticed by some thrilling backstage images from the thirties, we took the idea of setting up this 1500-m2 shop as if it were containing a backstage area. Instead of organizing the space in a defined order, we did...more

                    BACKSTAGE
                    Enticed by some thrilling backstage images from the thirties, we took the idea of setting up this 1500-m2 shop as if it were containing a backstage area. Instead of organizing the space in a defined order, we did quite the opposite. Arbitrary positioned furniture on swiveling undercarriage is spread throughout the space. Wall units – turned round frames hung on the wall – double as a point of suspension for garment racks. For the flooring, white marber tiles clash with raw concrete. A steel staircase meanders up, its steps narrowing in size the more one ascends, untill it finally splits up in two parts – one accessing the staff quarter while the other part winds up to the top floor. The fitting rooms, too, contain a ‘front’ (on stage) and ‘backstage’ side. Whereas the façades are constructed out of a wooden framework, inside the rooms are decorated with white plywood and velvet curtains. Old-fashioned evergreen plants are scattered among the shop like a piece of scenery – as everything else seems to be.

                    Design team: John Maatman, Carlijn Kriekaard
                    Photography: Bearandbunny
                    Groningen / 2007


                    Julien Le Roy for Bijenkorf

                      JULIEN LE ROY BRAND FURNITURE

                      Design team: John Maatman, Carlijn Kriekaard
                      Photography: Bearandbunny
                      Amsterdam / 2012

                      ...more

                      JULIEN LE ROY BRAND FURNITURE

                      Design team: John Maatman, Carlijn Kriekaard
                      Photography: Bearandbunny
                      Amsterdam / 2012


                      AMERICA TODAY DOME

                        USA DNA
                        America Today started as an importer of apparel made in, and clearly propagating the DNA of the USA. Rooted in the native heritage of the fashion brand, the interior design concept of the brand’s flagship store in...more

                        USA DNA
                        America Today started as an importer of apparel made in, and clearly propagating the DNA of the USA. Rooted in the native heritage of the fashion brand, the interior design concept of the brand’s flagship store in Eindhoven set off to excavate exactly that what the fashion label has been executing since it came into existence: bringing the USA to the Netherlands ­– without distributive trade and unadorned.
                        We found the counterpart of their historical quest in applying a similar approach to the design of the store, which is physically expressed in the use of plain materials (Oregon pine, blackened steel, plywood) and straightforward design decisions that support organization rather than decoration.The shop sits in a striking detached glass building. To compete with the – intruding – outdoor surrounding, the original layout has been altered for an asymmetrical floor plan with steel constructions that both earthen the space and allow for display options.

                        Design team: John Maatman, Carlijn Kriekaard
                        Photography: Bearandbunny
                        Eindhoven / 2012


                        IITTALA LONDON

                          ENRICH YOUR EVERYDAY LIFE
                          Since 1881, Finnish design brand Iittala has offered the world elegant everyday glassware with a confident simplicity. For its store on bustling Regent Street in London, we crafted a sober but luxurious interior, combining clean...more

                          ENRICH YOUR EVERYDAY LIFE
                          Since 1881, Finnish design brand Iittala has offered the world elegant everyday glassware with a confident simplicity. For its store on bustling Regent Street in London, we crafted a sober but luxurious interior, combining clean lines with an elegant alternation of solids and voids. The glassware is arranged in groups on shelves with different surfaces (solid, transparent, mirrored), giving customers the chance to explore the possibilities of mixing and matching different pieces from the collection themselves. The store’s tile floor is based on patterns by designer Alvar Aalto and references the brand’s roots and heritage. A giant backlit montage of Kivi tealight holders at the rear of the shop mimics iconic Iittala illustrations and draws attention to the new colours up for sale.

                          Design team: John Maatman, Carlijn Kriekaard
                          Photography: Bearandbunny
                          London / 2007


                          Scenario for Bijenkorf

                            SCENARIO BRAND FURNITURE

                            Design team: John Maatman, Carlijn Kriekaard
                            Photography: Bearandbunny
                            Amsterdam / 2012

                            ...more

                            SCENARIO BRAND FURNITURE

                            Design team: John Maatman, Carlijn Kriekaard
                            Photography: Bearandbunny
                            Amsterdam / 2012


                            MEN AT WORK STORE ANTWERP

                              SWEET SIXTEEN
                              For us, it was an age coloured by high school adventures. Think wall bars and gymnastic apparatus. Building tree houses. Greenhouses (John grew up in Deventer). Dutch painter Piet Mondriaan, infamous for his bold figures and his...more

                              SWEET SIXTEEN
                              For us, it was an age coloured by high school adventures. Think wall bars and gymnastic apparatus. Building tree houses. Greenhouses (John grew up in Deventer). Dutch painter Piet Mondriaan, infamous for his bold figures and his use of primary colours. All these childhood remnants come together in the Men At Work store in Antwerp (BE).
                              As shops tend to get a bit boring once you’ve scoped out the space, we tried to add as much alternating elements to keep customers intrigued, and have them return. Instead of a well-balanced variety of interior elements, this fashion shop is decked with everything from a gymnastics buck (the counter), wall bars (display material), bars, squares and circles in yellow, red and blue (fitting rooms) to a greenhouse area (showcasing the shop’s limited collections; the tag of a tee shirt or tank top planted in a flowerpot). The fashion chain’s customized furniture is coated white to emphasize the high school appeal and allow for some unity among the scattered objects.

                              Design team: John Maatman, Carlijn Kriekaard
                              Photography: Arjen Schmitz
                              Antwerp / 2007


                              MEN AT WORK STORE MAASTRICHT

                                IN STEREO
                                As nearly any shop window is kitted out with the ubiquitos mannequins show, why not take advantage of this and do something completely different? Dubbed by locals as ‘the shop with the music speakers’, the shop window...more

                                IN STEREO
                                As nearly any shop window is kitted out with the ubiquitos mannequins show, why not take advantage of this and do something completely different? Dubbed by locals as ‘the shop with the music speakers’, the shop window is left strikingly open, allowing passers-by to have a peek at the wall-sized speakers ensemble inside. Roughly 600 speakers, gathered from various shops specialized in recycled goods; adorn one of the two long entrance walls. To make optimal use of the façade, a conveyor belt showcasing single shoes is running along the base of the floor-to-ceiling shop-window. The lengthy stairs enable visitors to sink into the shop at a slow pace, simultaneously absorbing them into the retail environment. This constant intermingling of randomly positioned tailor’s dummies and real people gives the store a thrilling extra catch.

                                Design team: John Maatman, Carlijn Kriekaard
                                Photography: Bearandbunny
                                Maastricht / 2007


                                Footwork

                                  MADE BY HAND
                                  The concept for this sneakers venue was inspired by the shoemaker’s workshop in olden days. Think of an ambiance authentic, dark and warm. A place where the cobbler made shoes made by hand. A niche filled...more

                                  MADE BY HAND
                                  The concept for this sneakers venue was inspired by the shoemaker’s workshop in olden days. Think of an ambiance authentic, dark and warm. A place where the cobbler made shoes made by hand. A niche filled with machines, tools on wooden tables and the pungent smell of leather. The shop logo, a +, is a positive sign. The ‘cross’ or ‘plus’ is embedded in all elements of the shop. It is visible as a table, as display blocks and is integrated in the fixtures and wall system. Consciously placed mirrors are containing different functions: low mirrors reflect the shoes one is wearing whereas enlarged shaving mirrors focus on a single pair of shoes. The large wall mirrors surface even more shoes.

                                  Design team: John Maatman, Breg Schoffelen
                                  Photography: Arjen Schmitz
                                  Amsterdam / 2007


                                  MEN AT WORK STORE AMSTERDAM

                                    PET ARCHITECTURE
                                    The assignment of the Men At Work store coincided with our return from a trip to Tokyo and the phenomenon of Pet Architecture (i.e. tiny houses leaning against existing architecture). Those images still vividly captured in our...more

                                    PET ARCHITECTURE
                                    The assignment of the Men At Work store coincided with our return from a trip to Tokyo and the phenomenon of Pet Architecture (i.e. tiny houses leaning against existing architecture). Those images still vividly captured in our minds, we adopted the ‘Pet format’ to the Amsterdam-based store.
                                    Located in one of the main shopping streets, the shop’s interior turned into somewhat of a miniature house, yet we retained the existing layout. Instead, interior elements added to the spacial structure allow for a rather fairy-like environment. One enters the shop through the fitting rooms. A wooden structure wraps around the entires staircase, opening up to the cash desk in the top. Another staircase, positioned below a pallet showcasing jeans, gives the illusion of reaching to a secret space – but actually just comes to a dead end. Scattered around the store are more hideouts, waiting to be discovered by curious browsers.

                                    Design team: John Maatman, Carlijn Kriekaard
                                    Photography: Arjen Schmitz
                                    Amsterdam / 2007


                                    IITTALA AMSTERDAM
                                    • Photographed by Dirk Vogel

                                      NORTHERN LIGHT
                                      For the interior concept of the Amsterdam branch of Finnish glassware virtuosi Iittala, we took the company’s underlying design philosophy of mix-and-match as a keynote. The store layout shows customers numerous options to easily choose and combine...more

                                      NORTHERN LIGHT
                                      For the interior concept of the Amsterdam branch of Finnish glassware virtuosi Iittala, we took the company’s underlying design philosophy of mix-and-match as a keynote. The store layout shows customers numerous options to easily choose and combine pieces from the versatile collection. Various elements used in the store are referring to the brand and its background. The ‘northern light’, or aurora borealis, in the rear of the shop oozes the full spectrum of colors of Iittala’s glassware, while illuminated tables provide a range of different settings. The partinioned floor mimics the one in the original glass factory and the shingles on the wall are normally used for exterior walls of houses. The shopfront is designed to have maximum amount of see-through; the steel construction adorning the windows refers to the infamous designer Alvar Aalto’s factory design.

                                      Design Team: John Maatman, Carlijn Kriekaard (Special Thanks to Otto Freijser)
                                      Photography: Dirk Vogel
                                      Amsterdam / 2007


                                      MEN AT WORK STORE ALMERE

                                        BULLSEYE
                                        Situated in a relatively quiet area of Almere, halfway between two prominent shopping centres, this shop ran the risk of being overlooked by the shopping public. Our remedy was bold and straightforward: by transforming the shop floor into...more

                                        BULLSEYE
                                        Situated in a relatively quiet area of Almere, halfway between two prominent shopping centres, this shop ran the risk of being overlooked by the shopping public. Our remedy was bold and straightforward: by transforming the shop floor into a giant dartboard, we provided Almere with a new shopping heart, literally and metaphorically visible for all to see. The striking layout of the store makes for a shopping experience that is hard to forget and maximizes circulation and space. While the circular floor shape guarantees a good crowd flow, the remaining space is used for fitting rooms and storage. One of the only linear objects in the store is a wall entirely covered with dartboards. It is both decorative and functional: the darts star as themselves, but also serve as clothing hangers. Playfulness and efficiency can go hand in hand.

                                        Design team: John Maatman, Carlijn Kriekaard
                                        Photography: Bearandbunny
                                        Almere / 2007


                                        450 shelves

                                          450 SHELVES
                                          Once a cosy but cramped chocolate store, nowadays a spacious and well-stocked shoe boutique. When shoe brand Sacha approached us to transform this narrow building into their newest shop, the first thing we did was open up...more

                                          450 SHELVES
                                          Once a cosy but cramped chocolate store, nowadays a spacious and well-stocked shoe boutique. When shoe brand Sacha approached us to transform this narrow building into their newest shop, the first thing we did was open up all the unused space on the ground floor, so that we could extend the shop with three new rooms. To restore the authentic charm of the building, we removed all wall paneling, painted the brick walls a glossy white and opted for the use of 450 oval shaped display shelves. Due to their irregular placing, a dynamic play of shadows is projected onto the wall throughout the day. Each of the rooms was refurbished with a new tile floor with different patterns, in order to fragment space and create a welcoming, homey atmosphere. With a different category of products on display in each room, every fifteen steps customers enter a new visual retail experience.

                                          Design team: John Maatman, Carlijn Kriekaard
                                          Photography: Bearandbunny
                                          Bruges / 2007