Interactive and educational experience

JBC puts sustainability and experience first

Sustainability and digital gadgets go hand in hand in JBC’s revamped concept store. The Belgian retailer offers an interactive and educational shopping experience for the whole family with a focus on sustainability. For example, part of the shop is made of recycled materials and children learn about what ‘recycling’ actually means playfully through interactive screens.

Family experience at its heart

Making sustainability accessible

The new shop exudes sustainability and thus perfectly suits JBC’s strategy. Valerie Geluykens, JBC CSR manager: “At JBC, sustainability is a (r)evolution throughout our chain. We make sincere, conscious, and honest choices every day to reduce our impact a little. We want to use this new shop concept to teach our customers about sustainability, recycling, and fashion in a playful way.”

JBC makes the concept of sustainability accessible to the whole family with various digital gadgets such as a do-it-yourself recycling machine, a magic mirror, and interactive screens and the retailer offers an experience that sticks.

We wanted to create a family experience shop and involve our very youngest customers in it. Not just by placing digital screens, but by really telling a story and introducing them to sustainability in an interactive and playful manner. Thanks to the cooperation with DOBIT and Wave of Engagement, the various digital applications were beautifully integrated into the rest of the furniture and we created a fun, interactive journey of discovery for the children.

Lore Verhoeven

Business Development Manager at JBC

Digital gadgets

Playful learning

The JBC characters Babs and Tiest – a nod to JBC founder Jean-Baptiste Claes – appear in several places in the shop. Babs and Tiest take the children in tow and tell them what recycling is all about. For example, there is a (digital) recycling machine that children power themselves while cycling. The harder they pedal, the faster the machine makes new yarn.

The interactive sorting puzzle and the magic mirror also put sustainability in the spotlight. For example, a fun animation appears with certain items of clothing and the mirror provides additional information about the garment. If you try on a recycled jacket, you will get information about its origin and the product details.

The power of animation

Tailor-made story

Babs and Tiest were brought to life especially for this concept. “The avatars lend themselves perfectly to introducing children to some aspects of the sustainability story in a playful and fun way,” says Felix Vanderhallen, Motion Graphics Specialist at DOBIT.

“To get children involved in your story, you have to use a visual language that connects with their world. After all, children want to play, move, and be amazed. The digital recycling machine, where children have to cycle themselves and where the avatars encourage them, is a very good example of this and is also proving very popular!”


Strong together

The revamped JBC shop is the result of a great deal of teamwork between the in-house JBC team and various external, local parties. “We are particularly proud that we were able to translate the sustainability story into an attractive shop concept together with JBC and Wave of Engagement,” says Nele Bruers, In-store Experience Specialist at DOBIT.

“It was a challenging project with a lot of development and technology. Everyone at DOBIT has done their bit to make this happen, from Project Management to our Motion Designers and from Software Development to Engineering. By combining all our knowledge, we were able to bring the concepts to life in a very short time. The fact that Wave of Engagement was also closely involved made this project extra special for us.”

I am probably biased, but this is perhaps the most wonderful family shop I can imagine. I am very proud of the team who made this possible!

Bart Claes