UNIQLO Koningsplein retail design concept showcasing seasonal visual merchandising inspired by Amsterdam market aesthetics

Client: UNIQLO
Project: Retail design - illustrated props
Photography: Sandy van Helden

UNIQLO - Autumn 2025

In addition to the UNIQLO mural I created at Koningsplein in Amsterdam, I designed seasonal props for the store’s visual merchandising. The theme for our autumn 2025 props was the local market. I visited the Monday market just around the corner from my studio for inspiration. There I sketched everything from farmers’ cheese and squash to tulips, stacks of local newspapers, lanterns, and bike signs. The illustrations celebrate everyday life in Amsterdam during the fall and were brought to life as playful props that spill out of bags, are placed in mannequins’ hands, or are displayed throughout the store.

Sandy van Helden illustration of a net of oranges — inspired by Amsterdam market research for UNIQLO Koningsplein
Mannequin holding groceries Close-up detail of retail design elements used in UNIQLO visual merchandising concept
A green crate filled with bell peppers illustrated by Sandy van Helden, designed for UNIQLO Koningsplein’s autumn 2025 display.
Sandy van Helden illustrated props installed in UNIQLO Koningsplein Amsterdam — autumn 2025 visual merchandising
A green bike with a purple crate, filled with local Amsterdam products, illustrated by Sandy van Helden
Illustrated props and mannequins styled with Sandy van Helden's market-themed artwork at UNIQLO Koningsplein
Illustrated store prop of a bike with a purple crate filled with autumn market goods—lettuce, squash, a bottle of wine, and newspapers Het Parool, illustrated by Sandy van Helden, part of UNIQLO Koningsplein’s autumn 2025 display.
A bunch of autumn vegetables and fruit illustrated by Sandy van Helden, for UNIQLO
Illustrated retail props designed for UNIQLO seasonal visual merchandising installation
Illustrated props and mannequins styled with Sandy van Helden's market-themed artwork at UNIQLO Koningsplein
Illustration of a market bucket filled with tulips, illustrated by Sandy van Helden for UNIQLO Koningsplein’s autumn 2025 market-themed visual merchandising.
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Loveweld - Brand Illustrations