De Bijenkorf - Visual Merchandising

Window styling and decor build for de Bijenkorf, from concept to final installation.

My work here spans both seasonal storytelling and brand-specific campaigns. Sometimes building a world around a moment in the calendar, sometimes translating a brand's identity into three-dimensional space. Either way, the process starts the same: a concept, developed from an idea into a full visual proposal, then built and styled by hand until the window becomes the story itself.

It's a different discipline than styling for camera. Here, the audience walks past in real time, at street level, often for only a few seconds. Every material, proportion, and sightline has to work instantly, from a distance, in changing daylight. That constraint is part of what I love about it: the challenge of making someone stop, even just for a second, and inspire them.

Role: Visual Specialist, de Bijenkorf