Sector
DIY
Client
Boels
One store, two speeds
From values to design principles
The concept development started at brand level, not floor level. Together with Boels we defined the five core values — order, flexibility, seamlessness, partnership and pride — and translated each into concrete design principles: what does 'order' mean for wayfinding, what does 'partnership' mean at the counter? This framework guided every subsequent decision, from layout to material selection, ensuring the concept stayed anchored in Boels' identity rather than in styling trends.
Zoning by customer mission
Analysis of Boels' customer base revealed two fundamentally different missions in the same store: professionals who want to pick up or return equipment as fast as possible, and customers who need advice on their project. We resolved this by splitting the floor plan into two zones. "Intensive Labour" concentrates pick-up and return counters in a fast, frictionless routing near the entrance. "Excellent Craftsmanship" is laid out for dwell time — a service-oriented area where Boels' knowledge is shared and projects are discussed.
Materialisation as wayfinding
The two zones are coded through materialisation rather than signage. "Intensive Labour" uses perforated steel and a darker palette — technical, robust, no-nonsense. "Excellent Craftsmanship" shifts to warm tones and wood, creating a homely setting that invites customers to sit down and ask. The material contrast lets customers read the store intuitively: the building itself tells you where to go fast and where to take your time.
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