De Bijenkorf, a magical brand

We started from the brand’s centre. De Bijenkorf is not about buying anything. It is about discovering something. Curated beauty, special pieces, personal choices, modern design and precise taste. If the store experience cannot be the introduction, the delivery can. When a De Bijenkorf parcel arrives, a little of that theatre arrives with it. The moment of unboxing is our stage.

Belgian audiences have not stood before the famous windows or wandered the escalators, but they can still feel the same emotion. We built the campaign around everyday life at home. The tone is calm and confident. No price shouting, no hard sell. We let the products and the parcel carry the story and used language that respects the audience’s eye for style. The message is simple. You do not order just anything from De Bijenkorf. You choose something considered, and that choice deserves a fitting introduction.

We created four films, each capturing a small, recognisable moment that becomes quietly special when a De Bijenkorf box enters the scene. Light shifts, textures register, pace slows. You sense the love of style without being told. There are no store interiors, yet the films feel connected to the brand’s visual world. Framing, colour and music echo the poise of the window displays. The box is the bridge between a physical tradition and a digital present, turning a delivery into a little ceremony.

Early testing in Belgium showed strong response. Viewers recognised the distinct tone and associated it clearly with De Bijenkorf. Scores sat well above benchmark on brand fit and brand appreciation, with qualitative feedback noting the elegance and restraint of the work. The campaign does what it set out to do: introduce De Bijenkorf as a web store that still feels like De Bijenkorf, carrying a touch of magic to the doorstep.