Head in the clouds…

De Bijenkorf is the place to enjoy life and the most beautiful products. Especially for the lightwell in the Amsterdam, Utrecht, and Amstelveen stores, we designed a sphere structure that together forms a mega-cloud in the air.

The idea was to create an experience in the lightwell that attracts the attention of visitors. In addition, the object should be Instagrammable, so that visitors are confronted with the clouds both on and offline. Together with De Bijenkorf, we have created an experience with the clouds that leaves a lasting memory, for which you want to come to the store physically.

Campaign

The clouds are part of the ‘Leef Lustig’ campaign, which focuses on coming together by sharing beautiful experiences. In the coming period, the cloud will be central to De Bijenkorf’s campaigns, and adventure, wandering along special places, scents, and colors will dominate the stores and campaigns.

The design
The challenge with this design was to translate the 3D design into an inflatable construction. The cloud structure had to be placed in such a way that it fitted in the lightwell, taking into account the historical state of the building (Amsterdam) itself. The only way to ultimately hang the installation was via the roof and the ridge. A challenge that Publi Air loves! In order to coordinate the position of this cloud inflatable as well as possible, a total 3D design was created by the architectural firm VIRTUAL ARCHITECTURE BV, which mapped the entire atrium (Amsterdam). Together with our client and the architectural firm, we determined the final position of the clouds.

The clouds were chosen to be 8 and 10 meters in length.

Locations

The clouds can be admired (Aug 2022) in De Bijenkorf stores in Amsterdam, Utrecht and Amstelveen. In Amsterdam, no less than 5 clouds fill the lightwell. In Utrecht and Amstelveen, there was ultimately room for 1 mega cloud.

Request a quote