Victoria Beckham Amsterdam
Building a shop-in-shop for this iconic brand at De Bijenkorf.
- De Bijenkorf Amsterdam, the Netherlands
For Victoria Beckham’s new shop-in-shop at De Bijenkorf Amsterdam, PRDCT WRKS managed the full project and built the complete interior, from production to installation on site. The design came from studio hokari rojek, a young architecture studio from Paris.
The shop-in-shop is on the second floor of the newly renovated women’s department. Because the department store was still being rebuilt around it, production and the first installation work ran side by side to keep to the planning.
Read more about the project for Victoria Beckham.
Project context
Victoria Beckham is a British fashion house, founded in London in 2008 and known for its tailoring, dresses and leather accessories. At De Bijenkorf, the Dutch luxury department store, the brand was given its own shop-in-shop in the renovated women’s department. The space had to feel like Victoria Beckham’s own world, even though it shares the floor with other brands.
Studio Hokari Rojek built the design around one colour family: dark green arched walls, green marble, carpet in the same shade and green velvet, set against palisander wood and brass. Together with the architects and the Victoria Beckham team, we took on the project management and turned that vision into an interior that could be produced and installed.
The challenge
A design built on one strong colour leaves little room to hide anything. Every transition, from wall to floor and from wood to velvet, stays visible, so the finishing had to be right everywhere.
The location added a second layer, because De Bijenkorf was renovating the women’s department at the same time and other teams were working on the floor around us. So the workshops and the installation team had to work in parallel, with the planning of the renovation setting the pace.
Our approach
The interior goes well beyond furniture. Besides the cash desk, display plinths, shelving and clothing rails, we produced and installed the wall panels with arched niches, the marble cladding of the column, the carpet, the fitting rooms with velvet curtains and the upholstered seating. Because all of it came together in one project, the joints between those parts were our responsibility too. That is why the cabinets meet the walls and the palisander meets the velvet without a visible seam.
Working closely with studio hokari rojek and the Victoria Beckham team, we spent much of the process on materials and finishes, until colours and textures matched the architects’ vision. Smaller details got the same attention, such as the LED strips built into the palisander shelves and the brass feet of the clothing rails.
On site, we planned the installation around the renovation. The carpet and wall panels went in first, while the last pieces were still in production.
The result
The finished shop-in-shop stands out from the pink terrazzo of the surrounding floor in dark green, palisander and brass, just as the architects envisioned it. From the walkway, a green marble column with a brass-framed arched mirror marks the entrance, and the arched niches along the back wall frame the collection.
Everything is made to measure, from the high-gloss palisander plinths with their green velvet tops to the fitting rooms.
Design: studio hokari rojek · Project management, production & installation: PRDCT WRKS · Photography: PRDCT WRKS
Read more about Victoria Beckham on their site.