Kruidvat Utrecht: a new beauty concept.

Market leader Kruidvat has opened a new store in the heart of Utrecht. The health & beauty specialist's latest store concept spans 381 m² and takes shape in a space that fully reflects Kruidvat's brand identity within the physical environment.

Ce. designed the spacious beauty department, the heart of the store. Communication on the columns intuitively guides visitors through the space, offering ample opportunity for inspiration. New products are visible from the street, inviting visitors to step inside and explore.

The anthracite-colored ceiling extends onto the wall, creating a striking contrast with the rest of the store. The lighting concept enhances the store's recognizability: the circles from the Kruidvat logo have been transformed into light circles, complemented by accent lighting around the columns.

The facade communication has also been updated. Beauty brands are now visible. The transparent facade makes the store more accessible, while still respecting Kruidvat's identity.

The navigation in the store is given extra character by inspiring photography.

This store demonstrates how a consistent brand experience is created when strategy, identity, and human behavior converge in a physical environment.