V&D department store by 20.20, Leiden – Netherlands

July 17th, 2014 by retail design blog

Family-centric V&D, wanted to create a branded store experience to attract a more affluent customer segment – The World Citizens. They asked 20.20 to create a concept that would celebrate the V&D brand values and personality, whilst rethinking the V&D department store format to become the destination for a multitasking mum. 20.20’s response was to create an experience that seeks to make V&D an accessible, feel good space that celebrates product and encourages curiosity.

Previously undifferentiated store departments have been transformed with the new designs for the interior and communication concepts that express “a day in a life of…” V&D’s customer, filled with the playful moments in their favourite rooms. Each department is differentiated to evoke the feeling of intimacy within the large store format; inviting customers into the Trophy Room (accessories), Lounge (shoes), Treasure Room (jewellery) and Studio (beauty). The product stories presentation is clean, with materials selected to appeal to the Dutch love of simplicity.

The Dutch are renowned for “acquiring experiences, not things”, and therefore the shopping journey showcases ideas, facilitates human interactions, and makes the store the meeting place. Each department celebrates the service at its heart; from the Lounge anchored with the central, vibrant seating and shoes try-on area, via the watch service in the Treasure Room, to make-up workshop tables adding retail theatre to the Beauty Studio. Recently launched, the new concept has successfully put V&D back on the shopping map, with significantly increased footfall.

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