{"id":10228,"date":"2026-03-10T23:07:37","date_gmt":"2026-03-10T23:07:37","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?p=10228"},"modified":"2026-03-10T23:07:41","modified_gmt":"2026-03-10T23:07:41","slug":"this-amsterdam-based-pop-up-store-sold-world-peace-for-10-days","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/this-amsterdam-based-pop-up-store-sold-world-peace-for-10-days\/","title":{"rendered":"How Amnesty International Used a Pop-Up Store in Amsterdam to Launch the \u201cWorld Peace\u201d Campaign"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/this-amsterdam-based-pop-up-store-sold-world-peace-for-10-days\/#The_Idea_Behind_the_%E2%80%9CWorld_Peace%E2%80%9D_Pop-Up_Store\" title=\"The Idea Behind the \u201cWorld Peace\u201d Pop-Up Store\">The Idea Behind the \u201cWorld Peace\u201d Pop-Up Store<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/this-amsterdam-based-pop-up-store-sold-world-peace-for-10-days\/#Choosing_a_High-Traffic_Location\" title=\"Choosing a High-Traffic Location\">Choosing a High-Traffic Location<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/this-amsterdam-based-pop-up-store-sold-world-peace-for-10-days\/#Designing_the_Pop-Up_Store\" title=\"Designing the Pop-Up Store\">Designing the Pop-Up Store<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/this-amsterdam-based-pop-up-store-sold-world-peace-for-10-days\/#Inside_the_Pop-Up_Experience\" title=\"Inside the Pop-Up Experience\">Inside the Pop-Up Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/this-amsterdam-based-pop-up-store-sold-world-peace-for-10-days\/#The_Message_Behind_the_Box\" title=\"The Message Behind the Box\">The Message Behind the Box<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/this-amsterdam-based-pop-up-store-sold-world-peace-for-10-days\/#Why_Pop-Up_Stores_Work_for_Awareness_Campaigns\" title=\"Why Pop-Up Stores Work for Awareness Campaigns\">Why Pop-Up Stores Work for Awareness Campaigns<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>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 \u201cbuy\u201d world peace for a limited time.<\/p>\n\n\n\n<p>The campaign, called <strong>Wereldvrede (World Peace)<\/strong>, 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 \u201cbox of world peace.\u201d The unusual concept generated curiosity, conversation, and media attention throughout the city.<\/p>\n\n\n\n<p>Organizations planning similar campaigns can explore available <strong><a href=\"https:\/\/www.thestorefront.com\/search\/amsterdam\/retail\" class=\"ek-link\">pop-up shops in Amsterdam<\/a><\/strong> to host short-term brand activations, exhibitions, or awareness campaigns.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Idea_Behind_the_%E2%80%9CWorld_Peace%E2%80%9D_Pop-Up_Store\"><\/span>The Idea Behind the \u201cWorld Peace\u201d Pop-Up Store<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-10230 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/03\/pop-up-store-16.jpg\" alt=\"World peace pop up store\" class=\"wp-image-10230\" style=\"width:506px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Matise<\/figcaption><\/figure>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Before the physical store opened, the campaign began online through a dedicated website where visitors could purchase boxes of \u201cworld peace.\u201d 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.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.thestorefront.com\/search\/amsterdam\/retail\" class=\"ek-link\">pop-up store in Amsterdam<\/a> became the physical centerpiece of the campaign, giving people the opportunity to experience the concept in person.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-10231 size-full\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/03\/pop-up-store-17.jpg\" alt=\"Boxes of Wereldvrede were sold\" class=\"wp-image-10231\" style=\"width:580px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Matise<\/figcaption><\/figure>\n\n\n\n<p>Creative strategist Jacko van Dijke explained the objective behind the activation:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cAmnesty International wanted a campaign to raise memberships.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>A physical retail space allowed the campaign to extend beyond digital marketing and reach people walking through the city.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Choosing_a_High-Traffic_Location\"><\/span>Choosing a High-Traffic Location<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-10235 size-full\"><img decoding=\"async\" width=\"900\" height=\"600\" src=\"https:\/\/blog-content.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/JoeyRietveldzesvoetzeven-7801.jpg\" alt=\"The organizers specifically looked for a busy area with strong pedestrian traffic.\" class=\"wp-image-10235\" style=\"width:596px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/JoeyRietveldzesvoetzeven-7801.jpg 900w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/JoeyRietveldzesvoetzeven-7801-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/JoeyRietveldzesvoetzeven-7801-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/JoeyRietveldzesvoetzeven-7801-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/JoeyRietveldzesvoetzeven-7801-272x182.jpg 272w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><figcaption class=\"wp-element-caption\">Photo: Joey Rietveld &#8211; Zesvoetzeven<\/figcaption><\/figure>\n\n\n\n<p>Location played an important role in the campaign\u2019s success. The organizers specifically looked for a busy area with strong pedestrian traffic.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWhat was important was that the space had a lot of foot traffic, with pedestrians walking by in a busy area.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>A centrally located pop-up made it easier to attract both curious passersby and people who had already heard about the mysterious \u201cWorld Peace\u201d project online.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Designing_the_Pop-Up_Store\"><\/span>Designing the Pop-Up Store<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The interior design of the <a href=\"https:\/\/www.thestorefront.com\/project\/pop-up-store-rental\" class=\"ek-link\">pop-up store<\/a> mirrored the campaign\u2019s visual identity by dividing the space into two contrasting sections.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWe split the space in two by making it two colours. Black for the Amnesty brand and white for the Wereldvrede brand.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>This visual approach allowed the concept to unfold gradually inside the store. One side represented the mysterious \u201cWorld Peace\u201d brand, while the other revealed the connection to Amnesty International.<\/p>\n\n\n\n<p>The design made the campaign\u2019s storytelling visible in the physical space and helped guide visitors through the experience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Inside_the_Pop-Up_Experience\"><\/span>Inside the Pop-Up Experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-10232 size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/blog-content.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/DSC01145-1024x576.jpg\" alt=\"visitors encountered displays filled with limited-edition \u201cWorld Peace\u201d boxes created by artists and designers.\" class=\"wp-image-10232\" style=\"width:560px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/DSC01145-1024x576.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/DSC01145-300x169.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/DSC01145-768x432.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/DSC01145-810x456.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/DSC01145-1140x641.jpg 1140w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/10\/DSC01145.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Photo: Matise<\/figcaption><\/figure>\n\n\n\n<p>Inside the store, visitors encountered displays filled with limited-edition \u201cWorld Peace\u201d boxes created by artists and designers.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Video screens inside the store featured interviews with the designers explaining their ideas and inspiration.<\/p>\n\n\n\n<p>The boxes were sold for \u20ac10 each, encouraging visitors to participate in the campaign.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Message_Behind_the_Box\"><\/span>The Message Behind the Box<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The key moment of the experience happened when visitors opened their purchase.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>The concept combined humor, surprise, and social messaging, creating a memorable moment that encouraged people to reflect on the idea behind the campaign.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Pop-Up_Stores_Work_for_Awareness_Campaigns\"><\/span>Why Pop-Up Stores Work for Awareness Campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This campaign highlights how pop-up stores can be used for more than traditional retail.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>For nonprofits, artists, and brands alike, pop-up stores can be powerful tools for storytelling, public engagement, and awareness building.<\/p>\n\n\n\n<p>Companies and organizations interested in launching similar activations can explore available <strong><a href=\"https:\/\/www.thestorefront.com\/search\/amsterdam\/retail\">Amsterdam pop-up retail spaces<\/a><\/strong> to host short-term campaigns and experiences.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>See how Amnesty International launched a creative \u201cWorld Peace\u201d pop-up store in Amsterdam to raise awareness and encourage memberships through a unique campaign experience.<\/p>\n","protected":false},"author":23,"featured_media":10229,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Crane","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/acr\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-netherlands\/\" rel=\"category tag\">Success Stories Netherlands<\/a>","qubely_excerpt":"See how Amnesty International launched a creative \u201cWorld Peace\u201d pop-up store in Amsterdam to raise awareness and encourage memberships through a unique campaign experience.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/10228","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=10228"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/10228\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/10229"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=10228"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=10228"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=10228"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}