Tjep. was invited to design a prominent area of Schiphol Lounge 3. Right at the center of this complete renewal project executed by Benthem and Crouwel Acrchitects in collaboration with Merckx and Girod, Tjep. realized a restaurant (Bread), cheese counter (Say Cheese) and a flower shop (House of Tulips).
The three basic product categories these concepts represent are strongly rooted in dutch culture. We chose to revisit several dutch icons in relation to the above mentioned products.
The whole shop just lifts up!
The flower shop became a glass canal house that elevates and descends over a small market display. When lifted up the content of the house is spread out to form a small market. The glass house represents the production source (Holland is the country of green houses) and the canal house represents the possible destination for the flowers. This combinations of references makes it possible to avoid obvious clichés.
For Bread we proposed a giant Bread display... easy ideas are easily understood! A feeling of authenticity has been underlined by the exclusive use of massive ash wood, through out the entire concept. We were inspired by construction elements used on the inside of antique Dutch windmills.
For Say Cheese we developed a beautiful counter that says only one thing cheese! The main eye-catcher is the stacking of traditional cheese shapes and specially crafted bell food covers.
Design helps generate more turnover: the turnover of all three concepts has doubled as compared to the concepts that used to occupy the exact same location previously!
Date: September 2011
Frank Tjepkema, Leonie Janssen, Jeroen van Laarhoven, Ben Hagenaars
Intos, Smederij van Rijn, Smeenk
Xander Richters, Tjep.