Our answer

The new shop is based on a number of principles: product is hero, clear hierarchy between product, interior design and architecture, clear routing and attraction from the Museumplein.

The layout of the shop is completely revised. In order to make the shop more suitable for the large number of visitors, the cash register and ticket sales have been brought forward. A clear pathway in the center of the store has been created with right-angled product presentations for maximum visibility. Products are grouped by brand: the Van Gogh Museum, the Rijks Museum, Heineken and I Amsterdam.

Like the master said: “Color expresses itself, you can’t miss it. You should use it. What does beautiful, really beautiful, is also right” - Vincent van Gogh to his brother Theo, around October 1885.
The colors of Amsterdam, which you see, feel, and experience while strolling around in Amsterdam, are used in every part in the store. With the spirit of van Gogh and Amsterdam in mind, we painted our own shop. A great space with bricked volumes on the walls. Drawers in red stained wood.