De Bijenkorf Holiday Windows by UXUS, Amsterdam – Netherlands

January 9th, 2014 by retail design blog

“While you were sleeping”
The leading Dutch department store, De Bijenkorf, invited UXUS to create the 2013 holiday window scheme for their flagship store in Amsterdam. The campaign unfolds in a series of theatrical window narratives that take customers on a journey through an enchanted mystery forest, inhabited by magical creatures. Extraordinary miracles of gift-giving happen at night, while the city is sleeping.
Allegorical fairytale cues and poetic references to nature are reinterpreted through a contemporary filter to create a luxuriously immersive holiday season story that is uniquely De Bijenkorf.

Inspired by paper toy theatres of the Victorian era, the windows are designed as multilayered stage sets of 2D and 3D elements that showcase De Bijenkorf’s holiday collection. Each window vignette expresses an enchanted product scene to inspire customers to find their perfect holiday gift. The window campaign will be fully unveiled on December 6th, 2013.

The Story
“While you are sleeping, a magic spell is cast upon De Bijenkorf revealing an enchanted realm of luxury and beauty. In the stillness of the night, a wondrous forest springs to life and fascinating creatures awake to find the perfect Christmas gift. Each whimsical gift-giver has a unique obsession and desire. Under the spell of magic, they hunt inside De Bijenkorf and gather treasured gifts into their dens. The lovely forest creatures bestow a captivating glow of luxury and beauty upon De Bijenkorf, bringing the joy of holiday gift-giving to all who enter their enchanted realm.”

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