En Route Cycling Cafe

Concepting and opening a cycling store and specialty coffee cafe in Amsterdam, which turned into a flourishing community of cyclists and friends.

My role

Myself and 3 friends thought Amsterdam was missing a proper cycling cafe. So we decided to open our own and named it En Route. We were in business for 2 years and I did everything from Marketing, Events, Sales, Barista, Cleaner… you name it.

A proper learning experience!

Interior of a cafe with a brick wall, neon sign 'en route', and hanging bicycles. People are seated, conversing at small tables. Plants decorate the space, and there's a large window visible. A LemonAid sign is seen near bicycles.

A home for cyclists in the city of Amsterdam

Two men stand inside a bicycle shop with a red road bike displayed on a wooden counter. Shelves with cycling apparel and accessories are in the background.
Three cyclists wearing helmets and glasses, wrapped in blankets, eating pastries outdoors under a cloudy sky.

More Work

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More Work .

Soccer players in pink jerseys hugging, number 20 visible, celebrating on the field.

adidas Football Brand Direction

Creating a distinct, ownable and executable visual direction for adidas Football Communications and events.

Close-up of muddy red running shoes with 'TERREX' branding on a dirt path.

adidas TERREX Brand Direction

Setting the look, tone and feel of the adidas Outdoor category. Collaborating closely with a world class photographer.

Modern outdoor display with Adidas billboard, mannequins in sportswear, and greenery.

Home of adidas Football

Creative Direction for the Euros 2024 adidas fan activation zone in the middle of Berlin during the tournament.