Location: The Netherlands
In the heart of the Efteling universe, where enchantment meets everyday reality, lies Efteldingen—a gift shop reimagined not as a retail space, but as a journey. Designed by ACES of SPACE, the new concept invites visitors to wander through a living storybook, where each page turn reveals a new chapter filled with wonder, delight, and discovery.
Our brief from Efteling was as ambitious as it was inspiring: increase capacity to welcome 3,000 visitors per day, improve flow and visibility, introduce new technologies like self-scan checkouts, and do it all without compromising the rich, story-driven DNA that defines the brand.
The concept begins with a book—quite literally. A central architectural element symbolises the spine, with retail zones unfolding like pages. This poetic metaphor guided the design of every detail: from poetic wayfinding to thoughtfully zoned product displays, each area feels distinct, yet seamlessly connected. Key design gestures nod to iconic Efteling structures like the House of the Five Senses, blending nostalgia with contemporary cues.
We introduced a high-impact central column and mezzanine feature to make full use of the store’s height, anchoring the space and providing a sculptural centrepiece that’s both functional and theatrical. Furniture is tiered in height to maximise visibility while enhancing navigation and storytelling. The result? An intuitive, welcoming experience that is as enjoyable as it is effective.
Sustainability and future-readiness were also embedded into the master plan—through thermal upgrades, energy-conscious lighting, and modular furniture designed to evolve alongside the store’s changing needs.
Efteldingen is no longer just a shop—it’s a final memory-maker at the end of a magical day, where visitors can bring home not just a souvenir, but a piece of the Efteling story.
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