How Amnesty International Launched a “World Peace” Pop-Up Store in Amsterdam

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op-up stores are often used by brands and organizations to create memorable campaigns and connect directly with the public. In Amsterdam, Amnesty International launched a creative pop-up activation that invited visitors to “buy” world peace for a limited time.

The campaign, called Wereldvrede (World Peace), was developed in partnership with creative agency Matise. For ten days, a temporary retail space in Amsterdam was transformed into a conceptual store where visitors could purchase a symbolic “box of world peace.” The unusual concept generated curiosity, conversation, and media attention throughout the city.

Organizations planning similar campaigns can explore available pop-up shops in Amsterdam to host short-term brand activations, exhibitions, or awareness campaigns.

The Idea Behind the “World Peace” Pop-Up Store

The project was designed as a creative way to promote Amnesty International memberships while encouraging people to think about the value of peace and human rights.

Before the physical store opened, the campaign began online through a dedicated website where visitors could purchase boxes of “world peace.” At first, the connection to Amnesty International was not revealed. The mystery surrounding the project helped generate curiosity and buzz before the campaign was fully unveiled.

The pop-up store in Amsterdam became the physical centerpiece of the campaign, giving people the opportunity to experience the concept in person.

Boxes of Wereldvrede were sold — Photo: Matise

Creative strategist Jacko van Dijke explained the objective behind the activation:

“Amnesty International wanted a campaign to raise memberships.”

A physical retail space allowed the campaign to extend beyond digital marketing and reach people walking through the city.

Choosing a High-Traffic Location

Location played an important role in the campaign’s success. The organizers specifically looked for a busy area with strong pedestrian traffic.

“What was important was that the space had a lot of foot traffic, with pedestrians walking by in a busy area.”

A centrally located pop-up made it easier to attract both curious passersby and people who had already heard about the mysterious “World Peace” project online.

Designing the Pop-Up Store

The interior design of the pop-up store mirrored the campaign’s visual identity by dividing the space into two contrasting sections.

“We split the space in two by making it two colours. Black for the Amnesty brand and white for the Wereldvrede brand.”

This visual approach allowed the concept to unfold gradually inside the store. One side represented the mysterious “World Peace” brand, while the other revealed the connection to Amnesty International.

The design made the campaign’s storytelling visible in the physical space and helped guide visitors through the experience.

Inside the Pop-Up Experience

Inside the store, visitors encountered displays filled with limited-edition “World Peace” boxes created by artists and designers.

Each designer interpreted the concept of world peace through their own creative lens. Contributors included artists such as Piet Paris, Floor of the Netherlands, Pieter Ceizer, Trobbies, Hedy Tjin, Eva Bartels, and Carlijn Kingma.

Video screens inside the store featured interviews with the designers explaining their ideas and inspiration.

The boxes were sold for €10 each, encouraging visitors to participate in the campaign.

The Message Behind the Box

The key moment of the experience happened when visitors opened their purchase.

Inside the box, customers discovered that world peace itself cannot be bought. Instead, the purchase represented a membership to Amnesty International and support for its human rights work.

The concept combined humor, surprise, and social messaging, creating a memorable moment that encouraged people to reflect on the idea behind the campaign.

Why Pop-Up Stores Work for Awareness Campaigns

This campaign highlights how pop-up stores can be used for more than traditional retail.

Temporary spaces allow organizations to create immersive experiences that bring campaigns to life. They provide a physical environment where visitors can interact with ideas, participate in activities, and engage with a brand or cause in a memorable way.

For nonprofits, artists, and brands alike, pop-up stores can be powerful tools for storytelling, public engagement, and awareness building.

Companies and organizations interested in launching similar activations can explore available Amsterdam pop-up retail spaces to host short-term campaigns and experiences.

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Arielle Crane

Arielle is the Communications Manager at Storefront. Beyond offering up insights on the future of retail and pop-up shops, she also loves to write, travel and watch documentaries. She lives in Brooklyn, NY.