We were challenged with designing a retail & vocational learning space for ‘destination denim’. Located in the new Westfield Mall in Leidschendam. It’s the biggest indoor shopping mall in The Netherlands

As a student store, Blue School is one of the ‘Labs’ of the Retail Innovation & Experience Campus. The Retail Innovation & Experience Campus is a Public-Private Partnership (PPP) in which the municipality of Leidschendam-Voorburg, ROC Mondriaan, mboRijnland, The Hague University of Applied Sciences, business associations, and real estate company Unibail Rodamco Westfield work together. The goal is to work together as entrepreneurs, education, and government to work on attractive shopping areas with innovative retailers.

For this project we inherited a blank canvas, so began the process of ideas generation, and bouncing ideas amongst key stakeholders from day one. The aim was to create a contemporary denim (and lifestyle) store with dual functionality; on-the-job student learning, and a full retail experience for customers.

After deciding on a layout, the best possible routing, and category splits, we moved towards ‘look and feel’. We took inspiration from Piet Mondriaan to create a series of impactful blocks within which to showcase & house the denim collection, the fixture ‘taking centre stage’ within store and visible from the Mall’s atrium for maximum exposure. In front of the Mondriaan style wall, we planned and designed a tiled bar where customers and staff can enjoy coffee whilst discussing ‘all things denim’. Elsewhere, a centrally positioned kiosk manages transactions and customer enquiries, but also doubles as a hub for students to gather after closing hours and continue their formal learning.

We selected materials that will develop their own patina’s over time, improving with age, similar to a well worn selvedge jean. Storytelling remains at the heart of every project we undertake, whether residential or commercial.

In addition to the store configuration, concept, and fixture design, we produced a VM guideline packed with everything from the basics to more nuanced, and commercially driven product presentation and styling techniques.