From 2019 to 2023, I worked as a Senior In-House Creative at De Bijenkorf, a premium department store chain that was owned by the Selfridges Group at the time. I focused on analyzing consumer trends and developing innovative, strategic communication concepts for the company, including everything from window displays to campaign photography and in-store activations.

Every six months, the latest societal trends were shared at an internal trend summit, serving as a key resource for marketing and visual merchandising. For example, the Fall/Winter 2022-23 report highlighted a growing need creating time for intimacy on all levels, not such sexually.

Creative concept and research: Willem Schenk
Creative lead: Inge Schmitt
Company: de Bijenkorf
Document for internal use

In response to the growing global trend for deeper connections—where intimacy, inclusivity, and the need for a personal touch are in focus—the directory for the 2023 festive season is all about cheekiness and celebrating desire.

Creative concept and research: Willem Schenk
Creative lead: Inge Schmitt
Company: de Bijenkorf
Document for internal use

The above documents served as a guideline in the development of all communications related to the festive season.
he examples shown below are the work of various departments within Marketing and Visual Merchandising.

Rado