Amsterdam boutique brand store.

The task

When Mondelez approached CircleSquare to help them create and deliver their first multi-brand boutique store featuring hero brands such as Toblerone, Oreo, Cadbury and Milka, we knew we needed to create something a little different. For these special and beloved brands, it needed to be unique, whimsical and playful. Something more than a store that left lasting memories for everyone who visited.


Interaction design

Content development

Technical design




Circle Square brand device

Installed in Amsterdam Schiphol airport, we took inspiration from local Dutch architecture and culture to deliver an experience with a strong sense of place, whilst still capturing the identities of the brands. Interwoven with architectural icons, the space included a flower feature wall of local tulips in brand colours, ready for shoppers to capture a photo to share.

Interaction and engagement were at the heart of the concept, with a playful wooden windmill acting as both a beacon and gifting station where consumers could personalise their products and wrap them ready for gifting. Digital activations extended the experience even further and included an engaging Oreo game where visitors could compete against each other for high scores and prizes.

Of particular note was a new AR digital engagement for Toblerone that allowed shoppers to “catch and build” icons and buildings of Amsterdam drawn from the brand’s sense of place sleeve. Participants were encouraged to savour the moment with a digital photo they could share on socials, and to win a spot on the competitive leader board. This created longevity and gave the consumers a chance to connect personally with the brand.

The outcome was a unique space that felt like a playground to consumers. Mondelez’s brand worlds were carefully interwoven, creating a premium and distinct shopping experience and a collection of memorable and shareable moments.

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