The story of Bleyenberg.
This is the story of how Bleyenberg was created, according to John and Anneke Bleyenberg. A year ago, in the Summer of 2017, hospitality and nightlife concept Bleyenberg opened its doors. It is located in the former Kwantum wallpaper store in The Hague and named after its infamous store manager John Bleyenberg.
And Now This created the brand concept, name, visual identity and communications for an unapologetically ambitious hospitality concept. Now, a year after opening, Bleyenberg has not only revamped the building, but has breathed new life into the whole neighborhood, the gateway to the Schilderswijk. Once an absolute no-go area, it now harbors a local hotspot that has altered its culture and made it a legitimate destination for The Hague's younger set.
Bleyenberg also turned the lives of two seniors upside down, giving John and Anneke Bleyenberg a retirement they could have never wished for.
Concept: And Now This | Director, DoP, editor: And Now This | Music and sound: Antfood Amsterdam
Composer: Pedro Botsaris | Music producer: Steve Johnsen | Grading: Pepijn Klijs
- Bleyenberg, the case study.-
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'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 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 designed Bleyenberg's website and built its social platforms.
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.
WE NEVER HAD KIDS.
BUT NOW OUR NAME WILL CONTINUE TO LIVE ON.
- John & Anneke Bleyenberg, 2017
Creative direction, concept & design Paul Bakker & Jeroen de Korte
Design, illustration & visual identity Raphaël Bartels
Project management & design Nadèche de Paula Lopes
Digital designer Vinesh Gayadin
Front-end developer Liao Chen
Bronze bust Katelijne Kenter