Turning a department store into a Dutch house of ideas



V&D approached 20.20 to create a radical new concept for seven departments across a single floor of their Leiden flagship. They wanted to challenge customer expectations with energetic trend insights and expanded fashion categories, and to attract an adventurous and affluent new customer – the World Citizen – alongside multi-tasking mums and modern families. Cultural insight suggested that Dutch customers value experiences over physical products; this would form the basis of our design approach.


We transformed the visual identity into a central style wall across four floors. This gave the V&D brand a vibrant and meaningful presence in the customer journey, supported by a playful and confident tone of voice. Together, we transformed product presentations into flexible lifestyle rooms, showcasing new ideas and rethinking departments into joyful, intimate spaces – including the Lounge for shoes and the Trophy Room for handbags – with inspiring services and interactive community areas at their heart.


+ Redefined shopping experience underpinned by pragmatic category planning
+ Wider customer appeal and increased footfall
+ Nominated, Retail Week International Store of the year, 2014