The Story of the PMC Fridge
2025
Made with support from Stichting Stokroos & Stroomversneller
3D-model refrigerator by Bart Hassink
3D animation support by Sjoerd Mol
Archival footage courtesy of Stichting Albert Heijn Erfgoed
In 1962 only 12% of of Dutch households owned a refrigerator. At 500 to 700 guilders the machine was deemed a luxury item at the time. Supermarket chain Albert Heijn had seen how customers in the United States, where fridges were already commonplace, would buy more products at once, while making fewer trips to the supermarket per week. So when Albert Heijn started their Premie van de Maand Club (Premium of the Month Club) in ’62, where costumers could collect stamps to buy discounted domestic appliances, the first item was a refrigerator offered at half the market price. The campaign was a massive success and ensured that the fridge became a household staple in The Netherlands.
This video-essay, displayed on a self scanner—a device brought to the customer later by Albert Heijn—tells the history of the PMC fridge. The video loops and alternates between a Dutch and English voiceover.