De Bijenkorf - Make Classic Fantastic

'Make Classic Fantastic' is the theme for De Bijenkorf's Christmas scheme in the Netherlands. The shop windows come to life via augmented reality. In this Bobbie de Beer plays the leading role. Bobbie helps throughout the campaign in all preparations and gives inspiration for the most fantastic holidays.


De Bijenkorf inspires its customers this season by making classics, iconic products and traditions the heroes of today. Bobbie de Beer can be seen everywhere, in the augmented reality shop windows, in the new commercial, as a talkshow host on social media and on New is the online personal gift finder that Bijenkorf has developed special technology for. With the help of artificial intelligence they are already swiping to the most special gift with advice from Bobbie,' says Marjolijn Meynen, director marketing & communication de Bijenkorf.


In addition to Bobbie de Beer, other timeless classics are at the heart of the Bijenkorf this season. From the finest costumes, the little black dress, timeless watches and iconic cosmetic products to delicious champagne, the Bijenkorf bolt cake, traditional Christmas decorations and everything for a perfectly set table.


Every window tells a story and this year visitors can also listen to it. With a bear paw in the form of a QR code to scan with your phone, Hadewych Minis tells a Bobbie story. On the phone, the shop windows can also be seen with augmented reality. So Bobbie makes his own perfume in a laboratory and decorates Christmas trees. There is more interaction in the shop windows because with the press of a button a book opens, music is played and the spectator can turn on the lights.


The windows feature Icon female mannequins from Genesis. The scheme was installed in seven stores, across 56 windows.


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Nathan Hicks
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