Store of the Future: the first retail innovation lab of the Netherlands

Tuesday 30 June 2015

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Store of the Future: the first retail innovation lab of the Netherlands

The future starts today!

Tuesday 23th of June Store of the Future was officially opened in New Babylon, a shopping centre in The Hague. The retail landscape is continually changing. With this initiative of the city The Hague and Q&A Research & Consultancy the Netherlands has its first living retail lab.

This living lab is a unique cooperation of more than sixty retailers, brand, real-estate developments, technical companies, financial partners and suppliers in retail. The aim of the store is to show how shopping can be more personal, more easy and more fun because of technology.

As Founding Partner JosDeVries The Retail Company and RBM had a important role in the founding of Store of the Future. We developed in close connection with Q&A the strategy. Also we developed the complete store design and RBM, in cooperation with RBM, managed the realization.

Store of the Future isn’t a traditional store, but an innovative lab where visitors can experience, discover and test how the shopping space could look in the future. Frank Quix, director Q&A: “we are very proud of the results and we are only just started. It is a lab that is constantly evolving. Consumers but also corporate visitors are welcome! We hope corporate visitors get inspired and take something from it to improve their business, big or small, we consider the store to be successful.”

The next months visitors can find the following retailer at Store of the Future: HEMA, La Place, mymuesli, Eks’kwizit, Perry, Rivièra Maison, Leapp, FonQ, QicQ, Wearable Experiments, Mammut, SNS, Marcey’s, vanHaren en Brandkids.


We Create

JosDeVries The Retail Company BV
Safariweg 6-11
3605 MA Maarssen, P.O. Box 1194
NL-3600 BD Maarssen
The Netherlands
tel. : +31(0)346 - 563764
[email protected]

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