The challenge

How do you make shopping at De Bijenkorf even more fun? The branch in Utrecht wanted to add something extra: a way to create more brand experience in the store. The goal was not only to let visitors shop, but also to give them an experience that matches the look and feel of the brand. Team Visual asked Publi air to come up with a creative activation that literally brings the brand to life.

Our solution

We developed a striking bouncy castle in the shape of a beehive, topped with a 3D eye-catcher of a bee. To complete the picture, the safety mats were made in a honeycomb shape, a nod to De Bijenkorf. Finally, the bouncy castle contained a low-noise blower, so that the activation would not be a disruptive factor in the shopping experience, and an on-site operator who supervised the whole thing. Posters and signing with the same bee invited people to come and jump and completed the picture.

The result

The activation provided a unique and playful experience. The bouncy castle attracted the attention of young and old, invited interaction and gave the brand identity of De Bijenkorf an extra dimension. Through the combination of safety, creativity and striking design, it became a successful brand activation that literally brought life to the store.

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