An innovative store concept
“An extraordinary concept in an extraordinary location” definitely applies to Jumbo’s newly opened Foodmarkt in Amsterdam Noord. The store is located in Stork’s old ship engine factory on the River IJ. The building dates from 1920 and Jumbo has retained many of the original features, such as the winches and the cast iron windows.
In this antique, characteristic building, the visitor encounters a brand new store concept. We talk to Herman Beldman, manager of Building and Shop development new concepts at Jumbo. He explains the store concept and the interior design created by Van Keulen Interieurbouw.
Eat it, Make it or Take it
“In the Foodmarkt, you will find the Foodmarkt Café. Here you can enjoy products which you’ve chosen yourself from one of the store’s kitchens. There’s a huge selection, including sushi, Oriental and Dutch cuisine. In the meat department, you can buy spare ribs or BBQ meat. And you can eat all this in the café for a very affordable price.
The beauty of it is that you can also buy all these products ready-made and prepare them at home in the oven or microwave. Or you choose fresh ingredients, all measured out, and make the meal yourself. And that’s our concept: Eat it, Make it or Take it.”
The right location for this store concept
“The Foodmarkt offers a unique and versatile shopping experience, but still has a low threshold and remains affordable. We consciously chose this location in Amsterdam Noord. The district is developing rapidly. The building has a lot of atmosphere and is easily accessible by car and bicycle. Parking is no problem here. A new ferry between the Motorkanaal, which is right on our doorstep, and the nearby Java island is coming soon. We have a very mixed target group and we see that our customers come from all around the area, so also from Diemen or Zaandam.”
Van Keulen Interieurbouw: flexible and reliable
“We’ve been working with Van Keulen Interieurbouw for around thirty years, so the choice was simple. When it comes to shop interiors, they are number one in my view. They are extremely flexible and reliable, and really empathise with their client. And they already switched to tailor-made solutions a long time ago. Retail is an area which is constantly changing, and the good thing about Van Keulen Interieurbouw is that this is exactly what they like. They actively contribute ideas to the development of new concepts.”
“The old machine factory was a great challenge, however. For example, the roof is eleven metres high and too weak to allow for the suspension of interior elements. Van Keulen therefore made smart use of the old crane gantries, to which they attached new beams. That meant that their people had to work on platform lifts at a height of six metres. They were wondering: ‘How do we ensure a neat finish?’ However, because we wanted to retain the character of the old engine factory, we didn’t feel the need to finish everything that neatly. Initially, this raised a few eyebrows, but in the end they are perhaps even more excited than we are.”
“Like our customers, we are delighted with the final result. The combination of fresh market and hospitality industry has great appeal. The decision to have a quick bite to eat in the Foodmarkt Café is easily made. According to our customers, the shopping area is very attractive. In short, the Foodmarkt in Amsterdam Noord is a great success, also thanks to Van Keulen Interieurbouw.”