Designer: Studiomfd
All photos: Johannes van Assem via

In order to mix tradition with modernity, function with mobility, and nostalgia for the past with the refined taste of today’s customers, you apparently need to build a trolley stand. At least this is the conclusion reached by Studiomfd, an Amsterdam-based design studio that came up with the charming Beemster cheese stands that populate the Albert Heijn XL supermarkets in the Netherlands.

Beemster has a long tradition in cheese manufacturing and a history that goes back to the 17th century. The Beemster polder, initially intended to be used for farming, ended up as grazing land for livestock, with a nutrient-rich soil responsible for the unexpectedly rich milk. More than two centuries later, in 1901, the Beemster cooperative of farmers and cheesemakers was created, with the tasty premium Gouda cheese as their crowning glory.


It is only fitting that the Beemster cheese stand creates this longing for the past and for simpler times, with its trolley silhouette, wooden structure, chalkboard sign and charming milk pails. The neutral tones of the wooden constructions give the stand a rural vibe and allows the Beemster colors to take center stage.

The trolley stands on old bicycle-inspired wheels and is covered with a striped tarpaulin in Beemster’s colors. On the stand, the large cheese wheels seem to be part of the design.

Placed in the middle of a modern retail space, the Beemster trolley stand is a welcome break from a busy word and a sight that leaves customers hungry for both cheese and for the simple, authentic life.

Please take a look at our Before and After images of selected projects from 2015 HERE.

If you are thinking to open up a new business or in a process of rebranding and remodeling your existing business, contact us to get a free consultation from Mindful Design Consulting. Click HERE to price your project design.

Also, take a look at “Branding By Interior” e-book, the only book written on this subject at this time. It brings insight on how you can turn your business into a market-dominating competitor by using human cognitive responses.

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