Bulsink: the creation of Rituals

Bulsink is a family-owned general contractor from Brabant that builds retail, hospitality and office concepts for brands such as Rituals, and has built a large share of Rituals' stores over almost twenty years of collaboration.

The brief

Bulsink builds stores for premium brands, but the work itself is invisible once the store opens. The company wanted a film that shows future clients what goes into a Rituals store: the planning, the craftsmanship and the pace needed to deliver a finished store on the opening date. The construction of a new Rituals store in Antwerp was the opportunity.

Approach

White Label filmed the process on location in Antwerp, following the build from the raw space to the finished store. The film shows what shoppers never see: carpenters, installers and project managers at work, materials arriving, details being fitted. It ends where the customer’s experience begins, at the entrance of the finished store with its flowers and lighting.

No voice-over was needed. The sequence of the build tells the story, supported by music and the sounds of the site. That keeps the film usable for Bulsink’s international clients.

Result

A project film that Bulsink uses to show prospective clients how it works, on its website, in presentations and on LinkedIn. For Rituals it documents the creation of one of its stores. The film is also a reference for the kind of work White Label films across the border: White Label goes where the project is, in the Netherlands and abroad.

More about Project film.