Boothclub at Westfield Mall

Through research, co-creation, and experimentation, we build brands, products, and campaigns young people don’t need to be convinced of, they recognize them as their own.

Youth research

Youth research without the detour. What Gen Z and Gen Alpha think, feel and do, through our youth panel, street interviews and fieldwork. No generational statistics, but the why behind the behaviour. Decide on what's really going on. Not on what a boardroom thinks.

Innovation

Innovation with young people, from day one. Propositions, products and brands, tested on the street, not in boardrooms. What survives, no one needs to sell. Same goes for AI: the generation growing up with it is showing the way. We translate that into AI strategy.

Activation

Youth marketing that lands in culture. Because it comes from it. Campaigns, experiences and communities, digital and physical. Reach is for sale. Meaning is earned. And a community doesn't stop when the budget does.

It all starts with a conversation

No decks. No formalities. Just tell us what you’re trying to solve. We’ll tell you if we can help, and how.

Start a Youth Discovery Sprint

We build products people actually use. Together with the people they’re meant for.

Brand book

Your brand. Ready to use

Panel (Soon)

We’re building the Netherlands’ largest youth panel. Together with our launch partners, we’re creating a direct line to young people. Research with real youth in the fastest and easiest way. Get your first results within 24 hours and explore studies through Youth AI. Join the waiting list and get early access.

Join the waiting list

Boothclub at Westfield Mall

Young people still go to malls. Just not for the shopping. They go to meet up. To kill time. To see and be seen. To make a moment out of nothing.

For Boothclub’s third location, the brief was simple: build something in the middle of Westfield Mall of the Netherlands that doesn’t feel like another store. Something people want to step into, hang around and share, without needing to be pushed there.

A bright red box in the middle of the mall. You can’t miss it. It looks a little like an emergency button somebody forgot to explain. So naturally, people want to press it.

Step inside and the mall disappears for a minute. Pulsing lights. Music. A mini-club where you can dance, pose, do a fit check or just catch the angle. No hard sell. No big campaign. Just a physical experience that makes sense in culture.

From day one, the location produces more than 200 photo strips a day. A third Boothclub location that immediately became a place to be. Young people create the content, bring their friends and share the moment themselves.

The concept is the marketing.

Young people don’t hate physical experiences. They hate experiences that feel like they were built to sell to them.

Make something they recognise as their own. Give them a reason to show up. The reach follows.

Credits: Tchai (Building & engineering), Rachel Ecclestone (Photography), Nine Sixteen (TikTok activation)