A Cool Revolution in Design:
Heinken Flagship Store
Client
Heineken
Concept & Design
Tjep.
Production
Hypsos
Year
2008
A Bold Challenge from Heineken
When Heineken tasked Tjep. with designing their first-ever shop in the heart of Amsterdam, we didn’t just place furniture in a space. Instead, we envisioned pouring the essence of a frosty, X-tra Cold Heineken into the six monumental buildings that house this groundbreaking retail experience. The result is a dynamic, immersive environment that captures the crisp, refreshing spirit of the brand.
Fluid Design Meets Icy Innovation
Inspired by the flow of a perfectly poured beer, the shop’s displays cascade seamlessly from floor to wall to ceiling in abstract, wave-like forms. Every element embodies the concept of “coldness” with cutting-edge design: the shop is illuminated entirely by 100% LED lighting—a European first—casting a cool, vibrant glow. A three-story-high fridge, possibly a world record, showcases Heineken bottles from global markets, while an adjacent ice crystal wall encases over 600 bottles in a mesmerizing display. At the entrance, a real ice logo embedded in a metal wall greets visitors with a refreshing breeze, setting the tone for an unforgettable experience.
A Crystal-Clear Vision
The central space is anchored by a monumental glass staircase, its transparency amplifying the shop’s icy aesthetic. The floors, crafted from a bespoke Senso material, feature abstract ice-crack patterns and a striking watermark, evoking the chill of a fresh pour. Sculptural crystal-shaped cash desks add a touch of elegance, blending form and function into a cohesive, immersive environment.
A Legacy of Cool
Tjep.’s design for the Heineken Experience Shop redefines retail innovation, blending bold creativity with technical precision. This project doesn’t just sell a product—it invites visitors to step into the refreshing, exhilarating world of Heineken, where every detail feels as crisp and invigorating as the beer itself.