For one month, BOSS will take over three De Bijenkorf locations as part of an exciting new partnership with the iconic family of Dutch luxury department stores. From March 6 until April 9, 2023, BOSS will have a commanding presence and dedicated immersive pop-ups at De Bijenkorf Amsterdam, Rotterdam, and Den Haag.

Visitors to the selected locations will immediately notice BOSS branding, including eye-catching window displays, around the stores. BOSS signage will feature on the escalators in both the Amsterdam and Rotterdam locations, and in the elevators of the Amsterdam store, De Bijenkorf’s largest branch.

In line with the recent launch of the BOSS Spring/Summer 2023 campaign, which explores what it takes to become a BOSS, the takeover theme at De Bijenkorf will focus on inspiring people to embrace their full potential and live life on their own terms.

The new season’s motivational campaign message, “BOSSes aren’t born, they’re made”, will feature prominently throughout the takeover, alongside the brand’s signature slogan, “Be your own BOSS.” Inside the BOSS pop-ups, these inspirational messages will be printed onto mirrors, inspiring shoppers to snap a selfie while celebrating their own success stories.

Once they’ve explored the latest styles from BOSS, customers will be able to take a break at the BOSS Café in De Bijenkorf Rotterdam or enjoy a drink at the BOSS Bar in De Bijenkorf Amsterdam. This will be the first time that a brand has taken over both bars and cafés at De Bijenkorf. The BOSS Bar will welcome visitors with an exclusive opening event from 4pm-8pm on March 9 at De Bijenkorf Amsterdam.

To complete the elevated takeover experience, De Bijenkorf members will also be offered two exclusive experiences curated by BOSS. A styling session will offer tips on creating BOSS outfits for different occasions, while an online masterclass will focus on championing your talents and becoming a BOSS. Ron Simpson, co-founder of The Avocado Show, will be the host of this inspirational masterclass.