The Van Keulen 0% Zone
The Van Keulen 0% Zone is a dedicated sales space for the non-alcoholic beer category, designed in response to the rapidly growing trend of conscious consumption. Its goal is not only to display products but, above all, to elevate the status of the 0% category and give it a distinct identity within the retail space.
Similar to the Beer Zone, the project relies on a multisensory shopping experience. Customers interact with the zone through responsive lighting that reacts to movement and product selection, as well as audio marketing elements that build an emotional connection with the offer. As a result, the 0% category gains a new, more premium character and ceases to be just an addition to the traditional alcoholic range.
The modern design of the 0% Zone is based on a solid metal structure combined with transparent elements, neon signs, and dynamic light. Together, they create a light, legible, and striking form that attracts attention and naturally draws customers to the shelf. The modular construction allows for easy adaptation to the available store space and flexible assortment management.
A key feature of this solution is the possibility of multi-brand display, allowing multiple producers to be presented within a single, visually consistent zone. A dedicated space for the 0% category increases its visibility, simplifies the customer’s choice, and translates into higher sales and better brand recognition. The project’s ergonomics also support store staff by making restocking and maintaining order easier.
The 0% Zone is a prime example of how thoughtful design and technology can actively support category growth and respond to evolving market needs.
