The Mall of The Netherlands is situated in the middle of the 4 main cities in The Netherlands. With an catchment area of 2.4 million customers within a 30 minutes driving range and quite a high household income level in this area, the Shopping Mall location is developed with quite an ambition: to become the most impressive shopping mall in The Netherlands, where retail and leisure blend together in a full day of entertainment.
The developer, Unibail-Westfield-Rodamco has been a customer for NewArmstrong for long. In the Mall of The Netherlands we have developed some beautiful designs on their behalf and are managing the construction of these projects.
The diverse projects include some design challenges, such as the Click-Service area functioning as a hotel-lobby for the Mall, or a VR experience location. Others, such as a famous patissier, include mainly technical challenges.
Perry Sports & Adventure is a leading sports fashion and outdoor store in The Netherlands with over 70 stores in the main cities.
The brand history dates back to 1866 with the founding of the <span class=”no_translate”>‘English American Perry & Co Warehouse’</span> at the Kalverstraat. After a long history the brand celebrated it’s 150th birthday in 2016 with a complete new concept for the instore look and feel and a new Flagship store in de Kalverstraat in Amsterdam.
Since 2015 NewArmstrong is proud partner for Perry in the development and roll out of the new look and feel for the stores.
Perry has a strong focus on sporting goods. The main customer is the active consumer who is active in the urban sports field and the active outdoor sports field (running, training, fitness, swim, outdoor, tennis, biking).
Look and Feel
The store look and feel resembles this sports lifestyle in the urban jungle. The stores have a raw, unpolished look with all the construction details visible. All walls and ceilings are painted in a light grey. The floor is finished with a concrete- like matte cast floor.The racking are transparent steel frames with wooden shelves , metal bars and hooks.
Customers are drawn into the store by the large brand windows, the shoe displays near the entrance and the display tables. The zoning per sport is visible in the lay out by dividing the store into corners. All the equipment per sport is placed in a corner: shoes, clothing and accessories.
Interaction with customers
To connect the consumer with the local store Perry has 2 features instore: the event space and the ‘Your personal Fit-Corner’
The event space consists of the Click&Collect, a juice bar, a check-out and lockers. Events are programmed by an event coordinator. Examples are the Utrecht Skate in, Rotterdam City Run, yoga classes or excercise evenings for the MudMasters.
In the ‘Your personal Fit’ customers are able to get advice for the right shoes for their body. A scanner of medical quality scans the sole and a trained employee than advises on the right shoes. The customer can try the shoes on a tredmill. Since the personal experience and privacy is important the ‘Your personal Fit’ area is closed of with a semi-transparent wall of wooden slats.
image credits: Common Affairs
Amsterdam The Style Outlets will be the first and only outlet centre in the Greater Amsterdam area, just 8 minutes by train from Amsterdam’s city centre. Perfectly located in the populous Randstad region – the economic heart of the Netherlands – and in the modern SugarCity zone, considered among the fastest-developing areas in The Netherlands.
The Style Outlets already have several Shopping Centres in Italy, France, Spain, Germany, Czech Republic and Poland.
NewArmstrong is executing the Tenant Coordination for Neinver and The Style Outlets. From signing the Lease until opening of the shopping centre we take care of all steps, guiding the tenants through the process of design, engineering, permits and construction. We have developed a cloud-based platform in Microsoft Teams, to distribute all documents and collect all drawings for approval. We align all change requests of tenants to the main contractor, making sure all the items agreed upon in the Lease agreements are quoted, approved and executed.
Beside the role of tenants coordinator we have designed, engineered and procured 15 stores in only 7 weeks for several major brands on behalf of the Landlord. These will be built as pre-equipped units to be leased out including a White Box fit out.