We Fashion

We Fashion - Kalverstraat

Celebrating the opening of WE Fashion's flagship store

On 26 November 2020, WE Fashion's flagship store on Kalverstraat was officially opened by CEO Joris Aperghis. BlinkOut was delighted to contribute to this project, from wrapping the lifts in disco style to creating a complete company timeline using a range of specialist products.

With a team of specialists we spent several weeks preparing and delivering the project. Initial sketches and ideas developed into a concept that we then brought to life.

At the opening, we received the praise, “You have created something truly special. My sincere compliments.” from We Fashion CEO Joris Aperghis.

Retail interior with wall graphics and 'WE CARE' and 'WE BELIEVE IN DESIGNS THAT CONNECT' lettering beside a passage to the clothing shop.

Integrated wall feature with a black-and-white photograph, digital display and 'WHERE WE'RE AT NOW' lettering in an informative retail presentation.

Corridor with large wall graphics, lettering and a digital display featuring 'WE CARE' and 'WE BELIEVE IN DESIGNS THAT CONNECT' in a modern retail interior.

Wall display with transparent acrylic elements and inspirational green-and-white lettering on a light interior wall.

We are genuinely proud of the large-scale project we delivered at We Fashion's flagship store in Amsterdam.

Sustainability as a key consideration

Sustainability matters to We Fashion, and the stairwell walls show how the company is working towards it. The focus is on improving working practices and the supply chain, making better products and giving back to society.

A wide variety of materials was used to tell this story. The main challenge was the preparation this diversity required. Creating a design in which the elements fitted together seamlessly was demanding, but BlinkOut was ready to take it on. After careful planning and fitting, we are pleased with the result.

Wall display with timeline panels, typography and historic images, providing information in a retail interior.

Retail interior corner with large wall panels, lettering and a sustainability screen, including 'CHECK OUT OUR 2025 GOALS', 'WHERE WE'RE AT NOW' and 'ACT SUSTAINABLY WE CARE.'

Materials used

Many different materials were used for this project. Text and photographs were produced in matt and gloss vinyl, often fully contour-cut. We also used different types of acrylic panels in three thicknesses: 8 mm, 19 mm and 30 mm. Some had a gloss top layer, while others had a matt finish.

Black 'Opening first store in Belgium' lettering and glossy 1983 3D numerals on a light interior wall.

Wall display with four information panels and a green circular symbol, communicating sustainability on a photographic backdrop.

Some constructions required creative thinking. We mounted certain photographs on bespoke black Forex backing panels and fabricated movable sliders from different types of clear acrylic.

BlinkOut also contributed to the fitting rooms. Specialist 'ring for service' buttons were installed: wireless Bluetooth call buttons fitted precisely into recesses in 20 mm panels. The fitting rooms also feature playful quotes cut from sign vinyl for a neat finish.

To add privacy between the children's and men's departments, the transparent dividers were covered with self-adhesive window fabric (Squid film). This preserves the open feel of the space while providing the extra privacy required.

Finally, recycled acrylic panels were supplied as additional decoration throughout the premises.

Curious to see the result? Visit the WE Fashion flagship store in Amsterdam. Address: Kalverstraat 65-67, 1012 NZ Amsterdam