De Fietser

Experience cycling

Bicycle manufacturer Accell Nederland saw their online bike sales rise sharply in recent years. But you cannot test-ride a bicycle online. Also in terms of service and warranty, the company saw some opportunities the Internet is unable to provide. All the more reason to think about a live cycling experience.

De Fietser is fun for the whole family

Largest in Western Europe

Commissioned by Accell Nederland, DST developed and realised De Fietser. An experience centre where clients experience, do, try and learn everything about cycling. Location: the beautifully restored former ENKA factory in Ede. Stretching out over 8,500 square metres, De Fietser is Western Europe’s largest cycling experience.

Day out

De Fietser has brand pavilions of Batavus, Koga, Sparta, Van Nicholas, Loekie, Ghost, and many other brands, presented in the style that suits their own brand and clients. In addition, they have a 554 meter indoor test track where you can comfortably try out any bike, even when it is raining or a gale is blowing outside. A private compact museum is also available, where you discover why the Netherlands is such a special bicycle country, and why the Dutch themselves think that cycling is the most natural thing in the world. De Fietser also hosts a huge selection of bicycles at very competitive prices, delivered through a dealer in your area, of course. In short: a fun day out for the whole family.


National Horticultural Council

Floriade 2012 opening pavilion

The Floriade, the famous decennial world horticultural fair. For its organiser, the Dutch Horticultural Council, DST developed the opening pavilion for the 2012 Venlo edition. An impressive 360 degrees cinema that immersed visitors in the world of horticulture on arrival. For six months it was the Netherlands’ largest cinema with a daily peak capacity of 30,000 visitors. It certainly was one of the most impressive, too.

Nationale Tuinbouwraad Floriade

photo: Bram Budel

The Dome

DST provided concept, design and realisation of the pavilion, ran it for six months and then found a fitting re-use for it. Its surprising film production was developed and shot on location in close coordination with all branch organisations associated with the Dutch Horticultural Council. Of the more than 2 million visitors to Floriade 2012, an estimated 1.5 million passed through the opening pavilion.

After the Floriade 2012, the pavilion was dismantled and rebuilt off-site as a B2B reception pavilion with an international company. Equipment and pavement were also re-used. This meant the pavilion fitted into the cradle-to-cradle philosophy Floriade organisers had laid out for contractors.

ANWB Groenpleinen

To have fun and feel good, people often need a reason to experience the green environment around them. A reason to appreciate your local park or nature area.. A place to play and be active for people of all ages. Dutch automobile association ANWB asked us to give people that reason.

(Re-)discovering nature from close by

The result: the ANWB Groenplein (“Green Square”). A small-scale, approachable and publicly accessible place in the neighbourhood, with many things to do. To (re-)discover nature from close by as a wonderful, exciting and above all inspiring environment. This requires a program of activities people can easily follow online, with an app, or by word-of-mouth. And supported with good facilities, in consultation with users and local residents.


Co-creation: everything designed in consultation with users and local residents.

Recognisable parts

DST provided ANWB with the draft, design and realisation of ANWB Groenpleinen throughout the country. Each Groenplein was given recognisable parts where people can sit, play sports or play-act. Like the Spring Lounge, the Autumn Corner and the Stroll Garden. All connected by the Yellow Ribbon. In July 2012, the first ANWB Groenplein was opened to the public in Krommenie. The second Groenplein has also been realised, in the Henri Dunant park in Eindhoven. For more information, visit