In 2022, Studio Modijefsky was invited to design a new interior concept for the 2nd floor of De Bijenkorf’s flagship store in the heart of Amsterdam. This floor, home to the women’s department, was to be reimagined as a future-forward space that would embody the store’s renewed vision—combining elegance, sustainability, flexibility, and a refined customer experience.
Though the design was never brought to life, the concept stands as a thoughtful and inspiring exploration of what this iconic space could have become.
The assignment was to create a contemporary environment that would elevate the shopping experience while remaining flexible and respectful of the existing brand ecosystem. Studio Modijefsky responded with a spatial design strategy that carefully balanced contrast and cohesion — rigid lines with curved shapes, warm tones with refined neutrals, and bold spatial gestures with subtle details.
In the generic, shared zones, the design introduced playful volumes, varied finishes, and expressive lighting to create a youthful yet elegant character. These areas were conceived as dynamic environments where the general and special zones would meet — inviting customers to discover the space layer by layer. The branded shop-in-shop areas, in contrast, were designed with a more neutral language, acting as calm canvases to highlight each brand’s identity. A custom-designed frame system would subtly emphasize brand logos, while dedicated fitting rooms within these zones maintained consistency in tone and experience.
A central element in the design was the large mirrored fitting room area, conceived to enhance spatial perception and add a sense of airiness. Dimmed lighting, soft textures, and neutral materials created a gentle and comfortable environment, ensuring every detail contributed to a pleasant customer journey. Each space on the floor was treated as unique, with its own spatial qualities and atmosphere — designed accordingly to serve a distinct function while remaining part of the whole.
Sustainability was deeply embedded in the design ethos. The concept embraced reused and recycled materials, low-emission coatings, biodegradable textiles, and modular construction methods. Lighting schemes focused on energy reduction, and all materials were selected for their durability and environmental impact. From the use of FSC-certified woods and recycled finishes to local sourcing and honest design principles, every choice was made to reflect De Bijenkorf’s sustainable aspirations.
Ultimately, this design was about more than aesthetics — it was about shaping a new kind of retail experience. One that respects the past, embraces the present, and anticipates the future. Although the project will remain unbuilt, it remains a proud and imaginative chapter in Studio Modijefsky’s ongoing exploration of retail architecture and experiential design.