I amsterdam Store

I amsterdam store central exterior
I amsterdam store central interior lighting

I amsterdam store in Amsterdam Central Station is THE place to get inspiration on the city. For instance the best tips on museums, theaters, events and festivals in the metropole. Sandenburg-DST designed its concept together with Amsterdam & Partners and Joachim Baan.

The Store’s main theme is ‘connection’. This was translated into a unique play of light and lines on the floor and ceiling, connecting people, brands and businesses in the greater Amsterdam area. Iconic presentations also achieve this in-store.

I amsterdam store central interior products
I amsterdam store central interior wall

“We have high traffic channels showing what products people are interested in. What to sell in the shop, what needs a story as a setting, and what products do you show in a webshop?”

Maya Janssen, vice- director Data & Marketing Amsterdam & Partners 

I amsterdam store central tourists
I amsterdam store schiphol interior

Together with the Amsterdam & Partners team we have shaped the vision for the store, using an innovative way to process and provide information, coupled to the best products Amsterdam has on offer. From this marketing strategy the lay-out, look & feel and routing for the store were developed. We were responsible for the design and build of the complete store. We also lent our expertise to develop a strategy for further enhancing the I Amsterdam merchandise inventory.

Project team

Joram Meruwella

Spatial Design Lead

portret picture Rogier Sterk

Rogier Sterk

Director Concept Development

Markus Konings

CEO Sandenburg-DST

Jamie van de Bilt

Brand Designer

Take a look:

I amsterdam