Entrepreneurs want to engage with entrepreneurs. On that insight we started a journey with the Makro team to re-position the Makro brand: from a traditional cash & carry to a unique platform for independent entrepreneurs in The Netherlands. From store to a physical, digital and mental environment where entrepreneurs can buy & shop, work and network and do business.

Our first stopover: The Makro Networkplace. Right in the heart of the junior stores. We developed a multi-functional space where entrepreneurs can work, network, learn and do business. It is the first visual and physical expression of the transformation that Makro is going through.

Our second destination: visual concept and instore communication for a fresh, contemporary look & feel that fits the entrepreneurial spirit. On transom/coving level, icons and crispy product photography in combination with recognizable color combination navigate the entrepreneurs to their destination department. On eye-level, a human touch is added with photography that shows entrepreneurs ‘in action’ with products from that particular department.

Designed by Brandnew
Photography by TwentyTen Amsterdam