{"id":3299,"date":"2026-01-09T12:00:29","date_gmt":"2026-01-09T11:00:29","guid":{"rendered":"https:\/\/www.sandenburg.com\/en\/?post_type=project&#038;p=3299"},"modified":"2026-01-30T15:02:39","modified_gmt":"2026-01-30T14:02:39","slug":"plus-briljant-formula","status":"publish","type":"project","link":"https:\/\/www.sandenburg.com\/en\/projects\/plus-briljant-formula\/","title":{"rendered":"PLUS Briljant Formula"},"content":{"rendered":"<div class=\"pt-project-slider alignfull\">\n\t<div class=\"pt-project-slider-image js-project-slider-image\">\n\t\t\n\t\t\t\t<div>\n\t\t\t\t\t<video src=\"https:\/\/www.sandenburg.com\/en\/wp-content\/uploads\/sites\/2\/2026\/01\/PLUS-ingekort.mp4\" autoplay muted loop playsinline><\/video>\n\t\t\t\t<\/div>\n\n\t\t\t\n\t\t\n\t\t\t\t<div>\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.sandenburg.com\/en\/wp-content\/uploads\/sites\/2\/2026\/01\/Plus_Eijsden_20-scaled.avif\" 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xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t<path d=\"M27.335 25.5934L5.19258 47.3392C4.30914 48.2203 2.88059 48.2203 1.99715 47.3392L0.662582 46.0082C-0.220861 45.1271 -0.220861 43.7024 0.662582 42.8213L19.8916 24L0.681379 5.17868C-0.202064 4.2976 -0.202064 2.87288 0.681379 1.9918L2.01594 0.660808C2.89939 -0.220269 4.32793 -0.220269 5.21138 0.660808L27.3538 22.4066C28.2185 23.2876 28.2185 24.7124 27.335 25.5934Z\" fill=\"black\"\/>\n\t\t\t<\/svg>\n\t\t<\/button>\n\t<\/div>\n<\/div>\n\n\n<div class=\"wp-block-group alignfull has-black-100-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--8);padding-bottom:var(--wp--preset--spacing--8)\"><h1 class=\"wp-block-post-title\">PLUS Briljant Formula<\/h1>\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What makes this project memorable?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>PLUS Briljant combines a strong, future-proof formula with visible entrepreneurship, enabling each store to express its local identity while remaining clearly and consistently PLUS.<\/li>\n\n\n\n<li>A dominant fresh entrance, distinctive fresh worlds and a recognizable Promotions Street make products, value and market feel immediately visible and engaging for customers.<\/li>\n\n\n\n<li>The concept is successfully delivered from strategy to opening in just 23 weeks.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"\">\n\t<div class=\"sm-flex gap-6 sm:gap-3 has-md-font-size\">\n\t\t\n\t\t\t<div>\n\t\t\t\t<strong>Customer:<\/strong> PLUS\t\t\t<\/div>\n\n\t\t\n\t\t\n\t\t\t<div>\n\t\t\t\t<strong>Year:<\/strong> 2025\t\t\t<\/div>\n\n\t\t\n\t\t\n\t\t\t<div>\n\t\t\t\t<strong>Market:<\/strong> <a href=\"https:\/\/www.sandenburg.com\/en\/market\/food-retail\/\" rel=\"tag\">Food retail<\/a>, <a href=\"https:\/\/www.sandenburg.com\/en\/market\/retail\/\" rel=\"tag\">Retail<\/a>\t\t\t<\/div>\n\n\t\t\t<\/div>\n\n\t<div class=\"row\">\n\t\t<div class=\"col-md-6\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">PLUS Briljant is a supermarket concept where market feel, visible entrepreneurship, strong value perception, and local relevance come together. In close collaboration with the team of PLUS Retail and affiliated entrepreneurs (among other Double M Retail), Sandenburg Experiences (formerly Sandenburg-DST) further developed the Briljant concept, from strategy and concept development to design and realization. The result is a scalable, future-proof store concept that leaves room for local accents and entrepreneurial expression.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first realization opened in Eijsden, where entrepreneurs Kevin, Raymond and Esther Custers, with their PLUS store, form the starting point for further rollout within the PLUS supermarket network.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong>The challenge<\/strong><\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">PLUS aims to respond to changing consumer behavior and the growing demand for both convenience and experience with the further-developed Briljant concept. Market feel, a strong price and value perception and local anchoring are central to this ambition. At the same time, the concept must offer sufficient flexibility to make entrepreneurship visible and to connect with the local context.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The focus lies on a stronger fresh profile, with produce (fruit and vegetables) as the dominant entrance category, greater visibility of price and value, among other things through a recognizable Promotions Street, clear and distinctive fresh worlds and a store that feels more like a local market.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Our approach<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Sandenburg Experiences (formerly Sandenburg-DST) worked with the team of PLUS on the further development of the Briljant concept, bringing together strategy, concept development, design and retail operations. Based on a clear strategic framework, existing strengths were assessed: what works, what can be strengthened, and where there is room for further development. This resulted in a flexible and modular concept that can be tailored per store without losing the cohesion and identity of the formula.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Entrepreneurship is a visible and substantive starting point within the concept. In each store world, this is expressed through a distinctive content-driven and visual highlight, allowing products to take center stage and giving every world a recognizable character. In Eijsden, this is reflected, among other things, in a distinctive local vlaaien unit in the bakery department, a recognizable and locally rooted element within the concept.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Within the further development, deliberate accents were introduced to enhance differentiation and experience. Fresh food takes a more prominent stage, with a powerful produce zone that combines volume, height, value, and market feel, and a strengthened role for AVA fresh, including meat, cheese and food-for-sharing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition, clear focus areas were created throughout the store. Recognizable podiums for fresh meal kits, convenience and the Kitchen, a fully positioned bread and pastry department, and a more dominant Promotions Street provide clarity, rhythm, and commercial strength. The look and feel and communication of the concept were also refined. Visual merchandising, signing and in-store communication contribute to greater cohesion, recognition, and warmth, supporting the store in telling the right story at the right moment.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The result<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The further developed PLUS Briljant concept represents a supermarket that is warm, clear and inspiring. A store where products are the heroes, value is made visible, and customers are invited to explore, while the everyday grocery shop remains as convenient as possible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The result is a supermarket that feels like part of the local market, with visible entrepreneurship, a clear price position, and a strong connection to its surroundings.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The realization within 23 weeks was made possible through intensive collaboration between the team of PLUS Retail, the entrepreneurs and Sandenburg Experiences (formerly Sandenburg-DST). The entrepreneurship of, among others the Custers family played an important role in the success of the first realization. By connecting disciplines and working from a shared vision, a concept emerges that not only works today but is also ready for the future.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-3e41869c wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.sandenburg.com\/en\/contact\/\">Want to know more? Get in touch<\/a><\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"360\" style=\"aspect-ratio: 640 \/ 360;\" width=\"640\" controls src=\"https:\/\/www.sandenburg.com\/en\/wp-content\/uploads\/sites\/2\/2026\/01\/Plus-Eijsden-v7-1.mp4\"><\/video><\/figure>\n","protected":false},"featured_media":3300,"menu_order":0,"template":"","tags":[],"project_category":[20,21,26],"project_market":[6,10],"class_list":["post-3299","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-brand-identity-design","project_category-concept-development","project_category-spatial-design","project_market-food-retail","project_market-retail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PLUS Briljant Formula - Sandenburg Experiences<\/title>\n<meta name=\"description\" content=\"Sandenburg-DST developed the concept and design for the office of Tony&#039;s Chocolonely and the Tony\u2019s Super Store in the Beurs van Berlage.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sandenburg.com\/en\/projects\/plus-briljant-formula\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PLUS Briljant Formula - 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