De Bijenkorf Menswear Department

Located within De Bijenkorf’s landmark department store on Dam Square in Amsterdam, the new menswear department by i29 interior architects reimagines 3,500 m² of first-floor retail space. The project focuses specifically on the menswear department rather than the entire department store and forms part of a broader renovation shaped by HMKM’s retail strategy and KAAN Architects’ architectural vision.

The interior design responds directly to the historic character of the building by bringing more of the original construction into view while allowing daylight to play a stronger role in the customer experience. Rather than competing with the existing architecture, the new retail environment introduces a more open and flexible spatial framework suited to contemporary menswear presentation.

At the center of the department, a large LED installation creates a dynamic visual focal point for changing brand content and video presentations, including work associated with Off White, Filling Pieces, and Kenzo. Around this central element, i29 combines natural and artificial lighting with planting and a restrained material palette to create a retail setting that feels both contemporary and connected to the character of the building.

Sustainable materials also contribute to the design strategy. Cradle-to-cradle floor finishes provide a consistent base across the expansive department while supporting the project’s broader material approach. The combination of lighting, vegetation, digital media, and exposed architectural elements helps organize the large floor without relying on excessive visual subdivision.

Completed in 2019, the De Bijenkorf menswear department balances the scale and heritage of the historic Amsterdam store with the flexibility required for modern retail. The result is a contemporary fashion interior in which architecture, product presentation, and digital communication are integrated within a clear and adaptable spatial system.