Interior Graphics for Retail
2019
Overview
Layered interior graphics to add atmosphere and identity for Canadian Department store Hudson's Bay.
Services
Atmospheric Spatial Graphics
Location
15 locations in The Netherlands
Client
Hudson's Bay
Credits
Visual Merchandising Team NL and Canada
Overview
For Hudson’s Bay, the Canadian department store, I developed interior graphics and atmospheric styling across 15 stores in the Netherlands during my time as part of the in-house visual design team. The assignment focused on enriching the interior through environmental graphics - adding an extra layer of identity, wayfinding and experience on top of the architectural design.
Each department, from kids to womenswear and cosmetics, required its own visual language while staying consistent within the overall brand. Alongside the spatial graphics, I contributed to the design of in-store campaigns including shop windows, seasonal activations and internal communication, ensuring a cohesive experience across all touchpoints.
The Idea
The concept revolves around interior graphic layering - using graphics, signage, objects and lighting to shape atmosphere and guide the customer journey. By combining bold statements, playful quotes and department-specific interventions, each space gains its own character while remaining part of a larger system. These environmental graphics don’t compete with the interior, but enhance it - adding rhythm, clarity and moments of surprise throughout the store. A flexible visual system that connects branding, wayfinding and experience into one cohesive retail environment.
