The festive season at the de Bijenkorf has officially started with the opening of the windows of all seven stores. Under the name ‘Bewonder en Verwonder’, the department store inspires both online and in stores. The ‘Admire & Wonder’ campaign tells the story of a bee that wakes up from hibernation and curiously leaves the beehive. The bee can be seen in 57 shop windows, the shops, and as soon as it gets dark on the facade of the deBijenkorf in Amsterdam. Especially for the festive season, a digital bee on deBijenkorf.nl gives a tour in a magical forest along gifts, fashion, crockery and make-up. The illustrations are provided by Myriam Wares, an illustrator known for her experiences with surrealistic environments.

Nature and sustainability are the pillars of the party campaign, which is why from November 12 to December 24 there will be a winter forest on the roof terrace of the deBijenkorf in Amsterdam and from November 13 on the 3rd floor of the deBijenkorf in Eindhoven. Visitors to this forest can listen to a short audio tour and buy a wish ribbon and hang it on the wish tree with a wish for someone else. Just before Christmas, the deBijenkorf will grant one of these wishes. The proceeds of the wish ribbons go together with a donation from the deBijenkorf to NL Cares, which uses the money to fight loneliness in the Netherlands. The trees in the wishing forest will be replanted after December 24, with the deBijenkorf doubling the number of trees.

This year Saint Nicholas will visit the shops again. There are also various masterclasses in the field of fashion, beauty and cooking. The deBijenkorf Dinerbox is new, with which customers can put a 4-course sustainable Christmas menu on the table at home. The dinner box was developed by four young star chefs and the dishes can also be tasted in the restaurants of the deBijenkorf. Regular customers of the deBijenkorf automatically save for exclusive Christmas ornaments with every purchase in the last weeks of the year. Under the motto 'unpacking with wrapping', this year extra attention is being paid to the packaging of gifts in the shops. Jewellery and watches can again be engraved with initials or a message at no cost, and those who do not remember it for a while can book personal (style) advice for fashion, lingerie, cosmetics or gifts. Also new this year is the crockery rental service. If you want to set your dinner table in a completely different way this Christmas and don't feel like doing the dishes, you can rent the tableware from The Table at the deBijenkorf.