A Cool Revolution in Design:
Heinken Flagship Store
Client
Schiphol
Concept & Design
Tjep.
Production
Intos & Smederij van Rijn
Year
2011
Schiphol Lounge 3: A Celebration of Dutch Culture
Tjep. was commissioned to design a vibrant and central area of Schiphol Lounge 3 as part of a comprehensive renewal project led by Benthem and Crouwel Architects in collaboration with Merckx + Girod. Our contribution brought to life three distinct concepts—a restaurant (BREAD!), a cheese counter (Say Cheese), and a flower shop (House of Tulips)—each deeply rooted in Dutch cultural heritage. By reinterpreting iconic Dutch elements, we crafted unique, engaging, and commercially successful designs that avoided clichés while celebrating the essence of the Netherlands.
House of Tulips: A Dynamic Floral Experience
The House of Tulips reimagines the traditional Dutch canal house as a glass structure that dynamically elevates and descends over a compact market display. When raised, the glass house reveals its contents, transforming into a charming market stall. This design draws inspiration from Holland’s iconic greenhouses, symbolizing the origin of the flowers, while the canal house nods to their cultural destination. The result is an innovative, interactive retail experience that captivates visitors and elevates the shopping atmosphere.
BREAD!: A Bold Celebration of Authenticity
For BREAD!, we created a striking, oversized bread display that instantly communicates the concept’s focus. The design draws inspiration from the robust construction elements found inside historic Dutch windmills, using solid ash wood throughout to evoke authenticity and craftsmanship. This straightforward yet powerful approach creates a warm, inviting space that resonates with customers and celebrates Dutch baking traditions.
Say Cheese: A Tribute to Dutch Cheese Culture
The Say Cheese counter is a bold, singular statement of Dutch cheese heritage. Its standout feature is a meticulously crafted display of stacked traditional cheese shapes, complemented by bespoke bell food covers. This elegant and focused design highlights the richness of Dutch cheese culture, drawing customers in with its visual simplicity and cultural resonance.
Impact and Success
The innovative designs for BREAD!, Say Cheese, and House of Tulips have proven their commercial impact, doubling the turnover compared to the previous concepts at the same location. By blending cultural storytelling with functional, eye-catching design, Tjep. has created spaces that not only enhance the traveler experience at Schiphol Lounge 3 but also drive significant business success.