De Balkonie is the first store in The Netherlands for balcony decoration, based in Amsterdam. The store offers a contemporary assortment of plants, furniture and accessories that fit the specific sizes and conditions of urban balconies.
“About 70% of the houses in Amsterdam have a (small) balcony. These are mostly neglected places, half storage, half playground for pigeons. People have trouble finding nice outdoor decoration, furniture that fit and plants that will grow on a balcony. I believe a private spot of green in the city will make people happy so I wanted to open a store to help solve this problem.” – Friederike Joppen, co- owner of the store.
For the design of the store we tried to find a casual look and feel that would match the personality of the couple that own the store. The beautiful sand colour terrazzo floor was restored and the walls were painted in a soft grey. Copper green vintage shelving units on the right side display the accessories. Two alcoves on the right show the furniture in different balcony settings on a plain wooden podium made of small pallets. The islands in the middle of the store are also made of pallets and display plants and promotions.
The identity is built around the illustrations Peter-Paul Rauwerda who is a friend of the owners. Peter-Paul created a series of plant illustrations in elaborate pen drawings which are used in the logo and other communication items of the store.
Studio Mokum was responsible for the format development, naming, identity, graphic design and interior design.