VilaSofa store by Tjep.



Dutch designers Tjep. have designed a store interior for furniture brand VilaSofa in the Netherlands.


"We used the idea of a warehouse as metaphor for speed: a place were goods are stored for the transition from the producer to the very personal environment of your home," says Frank Tjepkema of Tjep.


The graphics are derived from symbols used in transportation, while a white wall with cut-out shapes representing chandeliers, windows and balconies represents the home.


Staff use sales desks on wheels to allow customers to complete their purchase while sitting on their chosen sofa.


The following information is from Tjep.:


Tjep. was commissioned to create a shop environment for a new furniture brand called VilaSofa. VilaSofa is positioned between a conventional furniture shop and Ikea in terms of distribution speed. It offers mid-range prices for a wide public and a 48 hour delivery guarantee for all displayed models. The 48 hour claim became the main theme for the shop.


We used the idea of a warehouse as metaphor for speed: a place were goods are stored for the transition from the producer to the very personal environment of your home. The conceptual solution was surprisingly simple and logical: a combination of warehouse esthetics and home esthetics. This resulted for example into materials such as plywood usually used for crates combined with high-end glossy finishes.


The symbols used in transportation and packaging have been metamorphosed into decorative elements that form room dividers that are arranged to organize the space and routing.


Finally there is a big wall suggesting the idea of a magical vila, this is the only place where the graphic references are more literal: a big chandelier, a diversity of playfully arranged windows, romantic balconies.


In this space we placed big 'picnic' tables where clients can take their time to inform about the product, talk to the VilaSofa staff.


Finally we designed mobile cashing systems so that clients can actually pay from their newly adopted sofa. VilaSofa offers a combination of existing sofa models and specially designed sofas by designers such as Monica Mulder and Khodi Feiz.


Design team
Frank Tjepkema, Janneke Hooymans, Leonie Janssen, Tina Stieger, Bertrand Gravier, Camille Cortet

  • K. Rimane

    I like the very artistic aspect of its design. Not sure the presented furniture deserve the effort.

  • up

    DIRECT playground for movie recording )

  • kingmu

    great fun.

  • Ben

    hm what’s with that movable desk … with a computer on it?
    energy coming from the sun that shines through the amazing amount of windows in the building? :s
    and if you use laptops and just charge them every time … not that usefull right? and I hope you know that you use 10 times as much energy working with batteries … so not quite an ecological idea there …

  • Herr K

    seeing all those oecological senseless glass towers from london to dubai it s fun to read your laptop comment… when we once will reach the point when this few watts will matter, we have achieved much

    nice design, i like the cooled down venturi approach

  • lana

    i like very much the 2d white wall….

    about the display, i don’t think it will work for many, because a big slice of customers can’t imagine / place what they’re buying in their home space, and this display / space / visual merchandising might not be helpful…

    actually, i believe one of Ikea’s strengths is to create this environment i’m talking about.

    i would definitely use more 2d white walls to pinch customers creativity.
    somehow i feel this space unbalance.