A HOMAGE TO A REMARKABLE STORE MANAGER.
BLEYENBERG THE HAGUE
Bleyenberg is a revolutionary new hospitality and nightlife concept, located in the former Kwantum wallpaper store on the Grote Markt in The Hague. We created the name, the brand concept and visual identity.
C.A.J. Bleyenberg was Kwantum's manager ("bedrijfsleider") for over 15 years. His story and attitude were so remarkable that we decided to name the brand after him: Bleyenberg. An homage to him, to the history of the building – and to The Hague.
We designed an iconic logo and a wordmark connoting wallpaper rolling out. From
old wallpaper we created original artwork showing John Bleyenberg's nickname - Bley.
We put Bleyenberg's name on the building and named the different departments after John's old territory:
and The Storage Room - a nightclub tucked away in Bleyenberg's basement.
The meeting spaces were named after Mr. Bleyenberg's most memorable employees.
And we even named the restrooms on each floor - after John Bleyenberg and his wife Anneke.
We made sure Bley's spirit is felt everywhere, by launching a campaign featuring his famous quotes through outdoor posters and social media. A building wrap let the whole city know that something big was happening.
We created a custom-made bronze bust, overlooking the restaurant.
SEAT OF HONOUR
Of course, John got a seat of honour at the bar.
Our branding extended into many details and expressions, including food and drinks menus, coffee-to-go cups, loyalty cards, posters, window stickers, paper bags, receipts, hand-outs, restaurant uniforms, and sweaters.
THE STORAGE ROOM
Additionally, we developed the branding for Het Magazijn ("The Storage Room"), a nightclub tucked away in Bleyenberg's basement.
We created the name, visual identity, built their digital platforms and consulted on interior design.