The Shop of Beautiful Things is an alluring store in Amsterdam with the most timeless, exclusive, and well-made pieces for any space. The collection of carefully curated seating, tables, decor, lighting, and even aromas, make an exquisite and luxurious experience to touch, see, and love. The store beautifully captures the hearts of those that crave more than the sea of sameness.  

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I was responsible for creating the brand’s strategy and content. Freshly settled on the Overtoom, they needed to create a solid foundation and action plan. I helped them analyse their target audience, position their brand within the Amsterdam furniture/home decor market, find their unique selling points and story, and helped define their online strategies and personality.

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I continued to work with the store on a consultancy basis to upkeep their brand and image. Using on-going analytics and insights to stay on track of the results and maintain brand exposure. I also helped design the user experience of the physical store.