UNIQLO Koningsplein In-store Illustrated Mural & Sculptures | Sandy van Helden | Freelance Illustrator

Picture of Sandy van Helden's mural for Uniqlo Amsterdam, first floor.

UNIQLO - In-store Mural

UNIQLO asked me to create a 100-square-meter in-store mural for their new store in the historic center of Amsterdam. With the mural, I wanted to honor the iconic building and its location in the city. The store is located right at the flower market, which has been a landmark for centuries.

The building is designed in the Jugendstil style, which draws inspiration from natural elements, particularly flowers. This is why I wanted to bring flowers into the store’s design, with a starring role for the iconic Dutch tulip. As you walk up the stairs, it feels like you are walking through a flower field. I combined these flowers with the hustle and bustle of the city, showing Amsterdammers making their way up the stairs on their bikes or walking, all dressed in Uniqlo clothing.

We also created plexiglass sculptures of flowers and other illustrated elements to integrate the mural into the store environment.

In addition to the in-store mural, I designed patches that UNIQLO sells at the RE:UNIQLO on the top floor. RE:UNIQLO is their in-store repair and recycling service. The patches are made from scraps generated during the clothing production process.

This mural marked the beginning of an ongoing collaboration. Every season since, UNIQLO and I have created illustrated props that appear throughout the store, in window dressing and on the shop floor, including autumn 2025 and spring 2026.