Amsterdam, October 19, 2011… Storeage, the Amsterdam-based retail design agency, has created ING Express, a multi-functional mobile coffee bar and office. Storeage’s task was to create an attention-grabbing kiosk that can be easily transported to locations frequented by ING’s target audiences. Designed to spark intrigue and leave a lasting impression, the box-shaped structure will move across the Netherlands to cultural events, festivals, fairs and concerts.
ING Express is created from metal with a wood-effect finish, and features the instantly recognizable ING lion graphic on its side and top. It is flanked by two bright orange flags so it can be spotted from afar. The box, which measures 4 metres long x 2.5 metres high x 2 metres wide when folded, opens from both sides to reveal a sleekly designed, modular coffee bar and office in ING’s bright orange corporate colour. The coffee bar features a top of the line espresso machine and small kitchen, and the office, which is housed in a corner, is fully functional.
The kiosk is modular, flexible and simple to install, allowing ING to easily take it on the road, and can easily be transformed from a coffee station to a lemonade or sandwich bar, depending on the need. The coffee bar is designed to rotate, and the bar stools, which are wooden with bright orange upholstery, are stackable and can be easily stored. The office desk and chairs fold up, and the computer display is retractable.
The kiosk will be staffed by two ING employees and will sell premium products. The wall behind the counter features a backlit shelf lined with ING branded water bottles and a menu display. Recessed LED lighting in the ceiling adds an overall sense of sophistication. Leendert Tange, Storeage co-founder and partner oversaw the project, and Eva van Veldhoven of Storeage was lead designer. Storeage developed the design for ING Express, handled project management and installation.
images courtesy of Gielissen
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Storeage is an Amsterdam-based retail strategy and design agency. Based on our deep understanding of brands and consumers, our goal is to redefine the retail experience for our clients and their customers. We view retail as a platform where product and consumer meet, where stories are shared and interaction is key. Where experience makes the difference and one product triggers another. The destinations we create are defined by this philosophy. Our designs aren’t just about selling products – they allow consumers to develop a lasting relationship with a brand and to experience it with all their senses. Storeage’s creative team is made up of the best minds and eyes in the industry. Our close-knit group of retail architects, communication experts, interactive designers, visual merchandisers, marketing and branding professionals incorporates ten nationalities. Sharing our differences gives us a global perspective, keeps us fresh and allows us to develop a market-specific approach for each retail challenge.