Maison van den Boer is Holland’s most famous caterer for parties in a higher segment. Maison van den Boer tries to reach the private consumer by developing a caterer: Amaison. The goal is to have catering shops in all European capital cities. Concrete went back to the origin of the company founded in 1906 for the development of the concept for Amaison, where the main focus was on the essence of food. The literal translation of Maison van den Boer: ‘at home in grandmothers kitchen’; preparing, watching, tasting and taking home traditional courses. This translation resulted in a design of a building bloc: , which will be the foundation for every element in the concept for Amaison. We developed a pattern out of this building bloc, which repeats itself through out the whole interior; logo, wall tiles, floor tiles, furniture and food. Everything in it’s own materialization and size.
Materialization Floor: The bricks on the floor are set in a specific pattern. The tile is sawn out of a “Terra Maestricht 203RL’ tile according to design of Concrete. This is an anthracite floor tile and filled with a concrete grey joint, which intensifies the specific pattern.
The entrance area has a boat deck style, oak wooden floor. The oak tiles are in the same shape and are laid in a continuing pattern with the anthracite floor tiles. The joint of the wooden ‘tiles’ is pointed with black non-hardening mastic.
Wall: The wall tiles are specially made for this project. The pattern, which is the base for all elements, is applied on a French subway tile. The tile is re-designed by Concrete and produced by Koninklijke Mosa in three variations. Most of the walls are tiled, without (cutting) loss, in the specific pattern. Again, the grey joint intensifies the pattern.
Furniture: Every piece of furniture for Amaison is specially designed with the pattern of the building blocks as starting point. The materialization has a contemporary character, while the design is strongly based on furniture of grandmother’s time.
Two large freestone pillars are standing in the entrance area and function as display cases in the window. The four seasons will be presented on these pillars. A large stainless steel butcher rack hangs above these pillars, on which food can be displayed.
The oak wooden cash register has a freestone top with cut-aways for required appliances, like a balance and a register. A big info block hangs above the cash register with incorporated lighting. The block has a rubber finishing on four sides, on which the different menu’s can be communicated. By sticking small white letters into the rubber mats.
Amaison sells fresh and non-perishable products, many different wines and champagnes. The fresh products are divided into eight categories: bread, pastry, vegetables and fruit, pasta, fish and meat and exclusive ready-made menu’s.
These eight groups are shown on refrigerated displays, which are designed out of the basic concept of the building blocks. The base of all displays is covered with rosette grinded stainless steel and enamel door panels. The food is displayed on tops, which are materialized based on the food group they represent: they vary from crosscut wood to marble.
The non-perishable products like wine and pasta are displayed in a big oak cabinet. This cabinet rises from floor till ceiling composed of countless little chests in the concept pattern. It divides the shop into the front and backside. The products on the higher ‘shelves’ can be reached by stainless steel stairs.
There are two big cold stores placed in the entresol of the building with rosette cunning stainless steel doors with large handles. The adjoining restroom can be reached by an identical door.
At last, we enter the kitchen of Amaison, which is situated in the souterain of the store. The large cookers are shaped in the same way as the refrigerated displays, but with a materializing based on the function. The base is realized in rosette grinded stainless steel with a tabletop of brushed stainless steel.
For the connoisseur, there is a high table with a crosscut wooden tabletop and a stainless steel undercarriage with six Herman Miller chairs.