Albert Heijn Day 2025
Client: Albert Heijn & The Live Agency
Location: Jaarbeurs Utrecht
Pictures: Martin Hols
From Black Box to total experience within 38 hours
In Jaarbeurs Utrecht everything came together during the Albert Heijn Day 2025. Within 38 hours we transformed the black box into a unique event where we showed 1600 colleagues a fully custom-made journey, divided over 3 unique worlds; brand, story and atmosphere. The event came together and it was picture perfect.
The production
Solid Rental created a journey where the brand, story and atmosphere came together to witness a memorable experience. Together with our crew, we translated the concept into a physical environment, structured around three clearly divided phases:
- The World of Albert Heijn
Albert Heijn is constantly developping their own brand. By creating a powerfull brand experience at the entrance, visitors were overwhelmed by Albert Heijn’s commitment of development and created the right atmosphere to start the day. We made a experience of the grow and impact of Albert Heijn by giving insights on store count, app-users, Premium-members and AH to go-locations.
- The World of Celebration
Connecting the event-journey with Albert Heijn’s future where annual plans and brand energie was the main focus. CEO Margaret Versteden- van Duijn spoke about the value of the ‘blue family’, the culture and the joint ambition. Even CMO Johan van der Zanden fast forwarded to December to fullfill collaborative succes. Offcourse there was the reveal of the new Christmas-commercial and the December Allerhande, Albert Heijn’s food and lifestyle magazine.
- The World of December
By creating a December-vibe with Christmas trees, snow globes and a total Christmas atmosphere, we created a feeling of togetherness. Alongside many foodcorners, Kerstmakers experience and Allerhande photobooth there was a vivid surrounding where colleagues could enjoy, explore and experience while taking there food and drinks. An energetic and festive performance of Joël Borelli was the grand finale.
The transformation of a black box into a total brand-experience within 38 hours where every detail was spot on: from audio, visuals, routing and ambiance.
This is where it all came together:
- Creativity transformed into a physical experience
- Technical production to bring the story to life
- A coöperative team
By doing so, the event felt impressive and complete simultaneously.