{"id":3885,"date":"2026-09-30T15:26:30","date_gmt":"2026-09-30T13:26:30","guid":{"rendered":"https:\/\/www.sandenburg.com\/en\/?post_type=project&#038;p=3885"},"modified":"2026-09-30T15:26:31","modified_gmt":"2026-09-30T13:26:31","slug":"balashi-flagship-store","status":"publish","type":"project","link":"https:\/\/www.sandenburg.com\/en\/projects\/balashi-flagship-store\/","title":{"rendered":"Balashi Flagship Store"},"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<img decoding=\"async\" src=\"https:\/\/www.sandenburg.com\/en\/wp-content\/uploads\/sites\/2\/2026\/09\/Balashi-Flagship-Store_07-1-scaled.avif\" alt=\"\">\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\/09\/Balashi-Flagship-Store_06-scaled.avif\" 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height=\"48\" viewBox=\"0 0 28 48\" fill=\"none\" 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\">Balashi Flagship Store<\/h1>\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-sm-font-size wp-block-paragraph\">Sandenburg Experiences developed the Balashi Flagship Store as a key retail component of the Balashi Beer Experience, the ambitious visitor attraction in Oranjestad, Aruba. The experience is a new anchor concept within the Gloria multi-entertainment complex, which is also home to IMAX\u00ae cinema The Movies, Starbucks, PF Chang\u2019s and Olive Garden. The store is an integral part of the experience as its gift shop, while at the same time adding to the wider retail and hospitality offering at Gloria. That is why it is also freely accessible to visitors who have not visited the experience.<\/p>\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> MetaCorp\t\t\t<\/div>\n\n\t\t\n\t\t\n\t\t\t<div>\n\t\t\t\t<strong>Year:<\/strong> 2026\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\/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<h3 class=\"wp-block-heading\"><strong><strong>From brand experience to retail spend, for experience visitors and passers-by alike<\/strong><\/strong><p class=\"MsoNormal\" style=\"margin: 0cm; font-size: 12pt; font-family: &quot;Times New Roman&quot;, serif; white-space: normal;\"><b><span style=\"font-size: 18pt; font-family: Gilroy;\"><\/span><\/b><\/p><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The Balashi Beer Experience brings the story of Aruba\u2019s iconic beer brand to life, interwoven with the story of the island itself: its culture, landscape, people and unique \u2018One Happy Island\u2019 spirit. The business case for an experience like this relies in part on a strong gift shop offering. MetaCorp therefore asked Sandenburg to develop the store in addition to the experience itself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The challenge was clear: visitors leave the experience with a stronger connection to the brand, so how could we translate that enthusiasm into retail spend?&nbsp;<em>Exit through the gift shop<\/em>&nbsp;is a classic principle for good reason. At the same time, the freely accessible store also needed to generate footfall and spending among visitors to Gloria who had not visited the Balashi Beer Experience.<\/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>From market and audience insights to assortment, floor plan and design<\/strong><\/strong><p class=\"MsoNormal\" style=\"margin: 0cm; font-size: 12pt; font-family: &quot;Times New Roman&quot;, serif; white-space: normal;\"><b><span style=\"font-size: 18pt; font-family: Gilroy;\"><\/span><\/b><\/p><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Before considering product categories, floor plan and design, we first focused on vision and strategy. We were able to draw on our experience with the Heineken Experience, which also led us to work with Key Merchandise on the assortment strategy, having previously collaborated with them on the Heineken Experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, this was a unique store within a unique experience, in a different country and with a different set of variables: another tourism ecosystem, a different cultural context and partly different target audiences. We analysed Aruba\u2019s tourist population and Balashi\u2019s existing fanbase, and benchmarked the tourist retail offer on the island.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This resulted in two key principles. On the one hand, the store needed to extend the experience and offer Balashi products that would encourage visitors to make a purchase. On the other, a broader merchandise and souvenir range needed to create an attractive proposition and generate footfall among passers-by within Gloria.<\/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>More than a gift shop: the Balashi Flagship Store<\/strong><\/strong><p class=\"MsoNormal\" style=\"margin: 0cm; font-size: 12pt; font-family: &quot;Times New Roman&quot;, serif; white-space: normal;\"><b><span style=\"font-size: 18pt; font-family: Gilroy;\"><\/span><\/b><\/p><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The role of the store is to turn memories of both the Balashi Beer Experience and Aruba into tangible souvenirs. But we saw the opportunity to go further than a traditional gift shop and elevated the concept into the Balashi Flagship Store.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This allows the store to appeal not only to the new fans created through the experience, but also to Balashi\u2019s existing fanbase within the Aruban community. The Balashi brand is visible throughout the island and deeply embedded in Aruban culture. It therefore made sense to complement the Balashi merchandise with a broader range of Aruba-inspired souvenirs, helping the store appeal to passing visitors within Gloria as well.<\/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>A modular flagship store for Balashi fans, tourists and passers-by<\/strong><\/strong><p class=\"MsoNormal\" style=\"margin: 0cm; font-size: 12pt; font-family: &quot;Times New Roman&quot;, serif; white-space: normal;\"><b><span style=\"font-size: 18pt; font-family: Gilroy;\"><\/span><\/b><\/p><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The result is a modular Balashi Flagship Store with a broad range of merchandise and souvenirs for experience visitors, Balashi fans and passers-by. To encourage purchasing, we developed a clear assortment and pricing structure around themes including Balashi, Aruba, beach life and carnival. The range extends from impulse purchases to an entirely new Balashi clothing collection. A dedicated section is also devoted to Balashi\u2019s beach brand Chill, featuring products inspired by its laid-back beach vibe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One of the store\u2019s main visual features is a stylised tree inspired by Aruba\u2019s iconic Fofoti tree, which also serves as a display for Balashi merchandise. The iconic Balashi beer crate is another recurring element, used as an attractive product display along the fa\u00e7ade, which also functions as the store window.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The store has been designed as a modular and flexible retail environment using a Shopfit system. This allows the layout and presentation to adapt as the product range changes, for example across different seasons.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Wherever possible, sustainable materials were used for signage and the interior, including lightweight sandwich panels. The same principle was applied to packaging and shopping bags, which are reusable and biodegradable. The Balashi Flagship Store is a distinctive retail concept for Aruba, with strong potential appeal to the approximately two million tourists who visit the island each year. As a Balashi \u2018fan shop\u2019, it is also designed to appeal to local residents who have a strong connection with the brand.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\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","protected":false},"featured_media":3909,"menu_order":0,"template":"","tags":[],"project_category":[20,25,26,27],"project_market":[10],"class_list":["post-3885","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-brand-identity-design","project_category-project-management","project_category-spatial-design","project_category-strategy-consultancy","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>Balashi Flagship Store - Sandenburg Experiences<\/title>\n<meta name=\"description\" content=\"Sandenburg Experiences developed the Balashi Flagship Store as a key retail component of the Balashi Beer Experience, the ambitious visitor attraction in Oranjestad, Aruba.\" \/>\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\/balashi-flagship-store\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Balashi Flagship Store - 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