Christmas experience as the starting point
For retailers, Christmas is not a minor moment but a peak moment. It is the period in which atmosphere, appearance and coherence all have to be right. For De Bijenkorf, the bar is set high.
For this nationwide Christmas campaign, we looked together at the role of the floor as a connecting element between entrance, routing and presentation. In collaboration with GJ Floors, we chose solutions that bring calm, add warmth and tell the same story in every store, with room for each location's own character.
Three applications, each with its own role
Christmas department: warmth and experience
For the Christmas department, a high-pile, chic red carpet was chosen. Here it is all about feeling and experience. The carpet visibly adds warmth and invites people to linger, contributing to a relaxed and atmospheric shopping experience.
The soft texture and deep colour blend seamlessly with the luxurious look that De Bijenkorf visitors expect during the festive season. In this way, the carpet forms a calm, warm base beneath the Christmas presentation.
Winter shops & seasonal areas: print as an extension of the concept
For the Winter shops and seasonal areas, custom printed carpet was used, produced broadloom at 400 cm. The choice fell on Essenzo 1100 custom printed carpet with action backing.
The carpet is characterised by a very sharp print and a distinctive motif dedicated entirely to the De Bijenkorf icon Bob the Bear. The pattern of his jumper has been carried through to the floor, so that presentation and carpet tell one coherent story.
Shop windows: extra accent with glitter carpet
For the shop windows, glitter carpets were supplied in red, purple and green. These carpets add extra dynamism and immediately draw attention in the streetscape, giving the windows a strong, festive look from the outside too.
The shine and colour reinforce the luxurious character of the presentation and blend seamlessly with the Christmas season. The glitter carpets also feature strongly in online images and videos, where they provide contrast, recognisability and extra visual impact within the overall Christmas concept.
A nationwide rollout with an eye for detail
The project was carried out in all stores: Maastricht, Amsterdam, Rotterdam, Amstelveen, Utrecht, The Hague and Eindhoven. The work took place within a short time frame and often before or after opening hours.
By starting the preparations early, usually as soon as May, and keeping a sharp focus on planning, measurements, print quality and logistics, a high-quality and durable solution was achieved that can withstand intensive store traffic.
Additional work in the Amsterdam store
Entrance: a warm welcome with Dura
At the entrance, Dura red was used. A strong outdoor carpet that brings instant atmosphere while withstanding intensive use. The deep red colour provides a warm and inviting welcome and stays beautiful and powerful even in changing weather conditions.
Dura is dimensionally stable, colourfast and quick to install. This makes it a reliable solution for entrances and outdoor zones where appearance and functionality come together. The carpet stays flat, is easy to clean and retains its look during busy moments, exactly where the first impression counts.
Ground floor: calm and care with Solid
On the ground floor, Solid red was chosen, a functional entrance mat with a representative look. This mat effectively traps dirt and moisture and contributes to a well-kept, professional shop floor, even with high visitor numbers and intensive daily use.
The polyamide material feels sturdy, stays stably in place and is easy to maintain. Thanks to the custom solutions, Solid fits seamlessly into the space and supports calm routing in the store, without disrupting the retail look. Functional where needed, aesthetic where desired, and reliable in an environment with a constant flow of visitors.
From separate applications to one whole
In this project, we deliberately looked beyond individual applications. By placing different accents in each space, yet always from one shared vision, a Christmas collection emerges in which materials, colours and textures reinforce one another. In the next section, we show how these choices come together into one recognisable whole.
The Christmas collection in context
The strength of this Christmas collection lies not in any single application, but in the coherence. By deliberately choosing material, texture and colour for each department, a smooth transition emerges between departments, presentations and shop windows.
The high-pile red carpet in the Christmas department provides warmth and luxury, while the custom printed carpet in the winter shops reinforces the story visually. The glitter carpets in the windows form the first point of contact with the visitor and set the tone even before they enter. Together, these applications form one recognisable Christmas image, without ever feeling repetitive.
A Christmas experience that feels right
The stores radiate calm, warmth and luxury. The red accents provide recognition and atmosphere, while the floor solutions contribute to clear routing and a well-kept whole. The result is a retail environment that feels pleasant for visitors and works practically for the people on the floor.
This project underlines how important the right foundation is for the retail experience. By working closely together and staying sharp on detail, a Christmas concept was achieved that not only convinces visually, but also works functionally at every location.
