De Bijenkorf x StudioXAG: Eye on Fashion + New Nomads

StudioXAG designed a series of 12 evolving windows for Dutch department store De Bijenkorf, bringing to life two consecutive marketing concepts running through FW13. To minimise costs and environmental impact, the window props were designed to transform completely from one concept into another.

Vivid patterns and optical illusions ran throughout the first window series. Inspired by Chanel’s iconic Rue Cambon staircase, the ‘Eye on Fashion’ concept featured three dimensional mirrored structures bent and folded creating multi-faceted reflections that revealed and concealed mannequins and product. Colour pops inspired by the collection contrasted with the monochrome elements.

These high finish windows then transformed into a series of handcrafted, tactile scenes which highlighted a collection dominated by notions of travelling and interconnectability. ‘New Nomads’ featured printed textured landscapes and wooden elements reflecting a journey through nomadic lands, where the product poses as living essentials.