The Bijenkorf Amsterdam & Utrecht

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The Bijenkorf Amsterdam & Utrecht

Category interior design

The contractor: De Bijenkorf

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Welcome to Genesis Project: De Bijenkorf! We are proud to present our special work for one of the most iconic department stores in the Netherlands. In collaboration with Ed Niesten and Stam Bouw Uitgeest, we have created a unique and stunning display for De Bijenkorf, with the aim of attracting attention and creating a striking ‘ice’ effect. Below we take you through the details of this unforgettable project in both Amsterdam and Utrecht.

Amsterdam: An Icy Shoe Display

The challenge

De Bijenkorf in Amsterdam approached Genesis Project Design (GenesisPD) with an exciting challenge: creating an unconventional and eye-catching display for their shoe department. They wanted to give something unique, something unfinished, a special layer in order to attract attention and properly reflect the contrast of the shoes. The aim was to achieve a mesmerizing ‘ice’ effect that would dazzle customers and attract them to the beautiful footwear that De Bijenkorf has to offer.

Our Solution

GenesisPD, with its commitment to innovation and creativity, rose to the challenge. We designed a display that was not only functional, but also a work of art in itself. By combining different techniques and materials, we created a glittering ‘ice’ display that showcased the shoes in a unique way. The result was stunning and exceeded our client’s expectations.

Utrecht: Lego and Epoxy Eye-Catcher

The collaboration

In Utrecht, GenesisPD, Ed Niesten and Stam Bouw Uitgeest joined forces to realize a project that would push the boundaries of creativity and craftsmanship. The goal was to create an unforgettable eye-catcher for De Bijenkorf Utrecht.

The concept

Our concept revolved around using Lego bricks in combination with epoxy to create a visually stunning work of art. We chose transparent blocks of epoxy to cast the Lego bricks, giving them a shiny and almost magical look. The result was a display that not only attracted attention, but also stimulated the imagination of visitors.


Genesis Project: De Bijenkorf in Amsterdam and Utrecht was an opportunity for us to put our creativity and skills in the spotlight. We are proud to have contributed to the success of De Bijenkorf by creating unique displays that enchant and attract customers. Our collaboration with talented professionals such as Ed Niesten and Stam Bouw Uitgeest has led to unforgettable results. Are you interested in similar projects or would you like to know more about our work at GenesisPD? Please do not hesitate to contact us. We are always ready to take on new challenges and turn your vision into an astonishing reality.

Our other projects

Also take a look at our other projects and be inspired
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At Genesis, Liquid GlossĀ® epoxy and craftsmanship come together in extraordinary objects

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