About me

With over 25 years of experience in branded environments, I specialize in creating impactful retail designs, including showrooms, shops, and offices. At Buro Loods, I have contributed to the implementation of Mercedes-Benz's MAR2020 CI design across 50+ sites in the Netherlands and Belgium, ensuring alignment with brand guidelines and high-quality execution. My expertise spans concept development, 3D visualization, and implementation for leading brands such as Mercedes-Benz and Victoria's Secret.

My mission is to blend strategic brand communication with innovative interior design, enabling clients to deliver compelling customer experiences. I am proficient in layout planning, design documentation, and quality control, working collaboratively with teams and stakeholders to achieve seamless project rollouts. Driven by a passion for design excellence, I continue to shape sophisticated retail environments in the automotive and luxury sectors.

My name is Niels van der Eb, I'm 54 years of age, live in Haarlem and graduated (MoS) as an Industrial Designer from TU Delft.

For the past 10 years, I have worked as a Senior Retail Designer at Buro Loods, and for about 5 years before that as a freelancer. A large portion of the projects I worked on are related to the automotive industry or FMCG (mainly supermarkets). Before that, I designed restaurants and telecom stores.

Since 2009, I worked on Mercedes-Benz, where we developed and rolled out a showroom concept adaptation. The qualities of the concept were adding a communication layer and more logical routing, based on sightlines of the sales people and product categories. At the entrance a theme wall was added for extra impact, displaying seasonal brand messages.

From 2015, we were asked by Mercedes-Benz to implement a new retail concept formula in the Netherlands. Innovative aspects within the MAR2020 showroom concept of Mercedes-Benz include moving away from the paper folder tradition and fully focusing on digital communication, organizing the showroom by "product is the Hero" and thus few models. All supported by large video screens, interactive touchscreen configuration desks, brandable consultancy rooms (MB / Smart / AMG / Maybach), interactive materials library and a no desk policy. A good sample of this is the MB flagship store in The Hague, for which I made all designs, animations, technical drawings.

The design also included the exterior design coverings and terrain. This process was characterized by a multitude of brand manuals & guidelines and a wide range of furniture to choose from. The MAR2020 CI design has been applied to more than 50 locations in the Netherlands and Belgium. Similarly, the design principles were implemented for Mercedes-Benz Vans and Trucks.

For various EV car brands (Vinfast / Voyah / Tesla / Lucid) we developed showrooms. , with only a very small assortment, making brand presentation and accessories all the more important, and thus the experience in the showroom.

The most recent client was Victoria's Secret, commissioned by HMY, where the new Travel Retail concept was implemented at airports in Europe. The workflow included creating SD-set, Render-sets and DD-sets.

In the world of FMCG, I have gained experience with local brands such as ALDI, JUMBO, GAMMA, PLUS, LIDL supermarkets. I also worked on many international (mega) supermarkets; including Carrefour and Leclerc (Fr), Coop (It), Central (Th), Edeka (DE), Sobeys (Can), Foodland (US), Vero (RS) and Waitrose (UAE). At Aldi, we worked on a communication layer for the 'cashierless store', shopping without the physical transaction, for which a pilot is now running in Utrecht.

Most supermarket redesigns focus on new food trends, such as Local produced / Sushi / Poke / dry-aged meat / Vega(n) / ready meals / etc. Each of these departments is defined by its own use of materials and textures and branded communication.

During my independent period (Buro Ebio / Qbay Design) I worked on approx. 30+ Food-retail related locations; various styles of restaurants; coffee shops; snack bars and lunchrooms.

As a concept developer and Art Director for Türk Telekom, I worked on developing the retail concept for their franchise formula. My responsibilities included rolling out the Retail concept formula developed at Qua Associates.

Skills

3D Animation, 3D Design, 3D Modeling, AI, CAD, Illustration, Pattern Design, Photoshop, Presentation

Sector Experience

automotive design, Interiors, offices, retail design, supermarketdesign

Clients

ALDI, Ford, Lidl, Mercedes Benz, Nokia, Tesla, Victorias Secret