De Bijenkorf: Inspiration 140 years

Agency name: Selmore
Client name: De Bijenkorf
Category: Retail or Trade Marketing


De Bijenkorf is the largest department store chain in the Netherlands, with 12 stores and an extensive online store. For 140 years, de Bijenkorf has been inspirational in the fields of fashion, home design, music, food & drink and literature, and plans to remain so for the next 140 years. In the spring of 2010, this anniversary was celebrated with an inspiration-themed party for customers, suppliers and employees.

Retailers generally mark such occasions with balloons, adverts or special offers. However, de Bijenkorf wanted to try something new, and its 140th birthday offered the perfect opportunity to uniquely position the store in keeping with the brand's ethos. A remarkable party was needed to reinforce and build upon the brand values and to entice regular customers and potential new ‘inspirational’ customers.