Creating a store experience with stopping power
In collaboration with Amsterdam Cheese Company, ITAB delivered an experience-led retail concept that elevates artisanal cheese heritage through immersive storytelling, tasting, and carefully designed brand moments.
Located on one of Europe’s busiest shopping streets, Amsterdam Cheese Company serves an international, time-pressed audience with high expectations. The previous decade-old store concept no longer met modern standards for functionality, experience, or visual impact. The goal was to transform the store from a point of sale into a memorable destination that sparks curiosity, encourages exploration, and inspires sharing. Central to this was elevating cheese tasting into an immersive highlight, supported by clear routing, flexible zones, and a stronger farm-to-cheese narrative, while improving efficiency in a high-traffic environment.
In the early phase of the project, ITAB and Amsterdam Cheese Company studied international tourist behaviour and the dynamics of a busy location like Kalverstraat. The main goal was simple: capture attention quickly and turn people passing by into visitors.
The analysis revealed several issues in the existing setup. Engagement opportunities were limited, the tasting experience was not clearly presented, the overall story lacked clarity, and the furniture made both display and daily operations more difficult.
These findings led to a solution focused on strong visual appeal, easy navigation, and a clear customer journey. The aim was to create a space that combines a good experience with practical use and strong sales results.
- The layout is organised into clear and flexible zones. A welcoming entrance leads into product displays and a dedicated cheese selection area that supports exploration and easy decision-making. A private tasting room on the upper floor can be opened or closed for smaller, guided sessions while still feeling connected to the store.
- Custom modular furniture combines adjustable shelves, built-in cooling units, screens, and movable bases. This allows for strong product presentation and storytelling while keeping daily operations practical.
- Digital content, developed with partner First Impression, is built into the furniture and layout so it supports the experience without taking over.
- Photo-friendly moments and hands-on elements throughout the store add to the experience beyond the products. This helps strengthen the brand and encourages visitors to stay engaged during and after their visit.
Tangible value across experience, sales, and operations
Visitors benefit from a more engaging experience, where storytelling and cheese tasting play a central role. The layout is simple to navigate, helping international tourists find their way easily, while improved lighting ensures products are clearly visible throughout the store. In addition, energy‑efficient lighting reduces electricity consumption and ongoing operational costs.
The result is a future‑ready flagship environment in which customer experience, conversion, and operational requirements are seamlessly aligned.
