We love Brussels for its diversity, its culture, its food, its heritage and… its retail scene. To shed more light on this specific facet, our publication has called on Elisa Servais, a recognised retail design expert who is as passionate about Brussels as we are to share her insights. Each month, Elisa will bring you her latest takes on Brussels’ incredible retail scene via this recurring “Retail Edit” column. From new store openings and refits, to analysing established retail institutions and innovative concepts or leaning into critical reflections, you’re sure to get your dose of local retail thinking.
For this very first edition, Elisa digs into three notable new store openings. Enjoy!
AMI PARIS has landed in Belgium… actually it has landed in Brussels!
Why does it matter? Because it shows a growing trend of French brands selecting our country’s official capital over its retail one, Antwerp. No disrespect to Antwerp. It’s an exceptional retail destination always worth a visit. However, I am sure no one will question the fact that Brussels is culturally closer to France.
I have now visited the newly opened store twice and each time have received an incredible welcome; first from Christoff, a wonderful sales assistant and next from none other than Yanisse Azaiez, the store’s manager.
Both shared how Alexandre Mattiussi, the brand’s owner, personally selected this location on the Sablon. Actually actively fighting off doubts about his choice. He then curated himself the art pieces to be displayed in the shop and even donated the parquet flooring from his apartment to serve at the store.
How touching and perfectly on trend! We are indeed witnessing a growing urge from customers to experience a deeper HUMAN connection with brands. No more via famous star influencers, but instead via a link to the real people behind the brand. Look at Jacquemus and his grandmother influencer. Or YSL Babylone in Paris, a store offering no brand own products but rather a curated range of art and music pieces by the brand’s current creative director.
It was wonderful to hear all these details from the staff.
As a retail designer, I personally consider the store environment to be an extension of the service. Its role in my eyes is to support the sales talk and brand storytelling. In this line of thinking, I would find it interesting that very subtle references to the above be physically visible in the store. Why not a little handwritten note from Alexandre himself explaining his choice of each art piece next to this one? The brand is called “ami” (friend) after all. So in my eyes such little touches could make the space feel a little bit more humanly friendly.
This, however, remains a minor note on an incredible store design. Things that particularly stood out for me:
– the intimate and very cosy feel carried throughout
– the exclusive, upon request access, space dedicated to accessories. An intended separate shop to highlight this newly boosted range.
– the play on mirrors, always offering cleverly framed views on the brand logo, other spaces or select products
– the logo in question applied artfully in stone and gold door handle form
– the sensory marketing, most notably via subtle differentiated scents in the two shops
A thousand congratulations to all involved. And welcome to Brussels! We are so pleased to have you and wish you the very best of success. I personally cannot wait to see the impact this store will undoubtedly have on the Sablon square, as well as on Brussels’ retail scene as a whole.
Sabre Paris – the customised cutlery you didn’t know you needed 🪄🍴
I hadn’t heard of this brand until a friend mentioned their first store opening in Belgium, on rue de Namur in Brussels. My retail passion and curiosity led me to visit and I was not disappointed.
The store experience is definitely worth it. Especially as it provides a great example of where retail is currently heading. Let me dissect.
Though the simple shopfront may not reveal much, upon entering you instently understand the brand’s positioning and offer.
The entire space has been designed to highlight the unique product offering: an extensive range of customisable cutlery items. From the traditional forks and knives to all of the serving elements and even, my personal favourites, chopsticks; if you use it to serve or eat food, they have it! AND you can customise it on site.
This is another key element: how well the customisation is reinforced by the store design. Effectively the space looks like a very fancy workshop. All the equipment is visible, cleverly incorporating the crafting process in the store visit experience.
I can only imagine the mix of emotions this may trigger in customers: curiosity, joy, exclusivity, pride at their unique “creation”, etc.
Truly the space perfectly delivers to the brand’s ambition to join the French love for the culinary arts with that very pure Parisian elegance.
The staff further enhances this experience with their kind attentions providing more details on the brand’s story while delivering an on point service.
In short, this store delivers the “full package”: unique offer, incredible service and that element of memorability customers seek today.
I personally only see two small areas of improvement:
– the shopfront, which for me does not do justice to the experience that awaits inside. Having discussed this with the staff I understand the target customer is someone already familiar with the brand. That being said I do think that perhaps a screen with slow moving content highlighting the unique craftsmanship on offer could help reassure that audience while also tempting new customers.
– I wonder if the experience could not be further enhanced by having the customisation equipment facing customers. So the staff don’t end up turning their backs on them and they can also better appreciate their purchase’s production process. Though I understand there may be security reasons behind this not being possible.
For anyone passionate about retail (and Brussels) I highly recommend a visit. For me it’s a beautiful example of how retail is partly moving in the direction of personalised luxury… and this in ALL possible sectors. Even the most unexpected such as cutlery! I will definitely return and also try to include this store in my upcoming inspiration tours.
Godjo merkato – neighborhood grocer 2.0 🌽☕️📚
I stumbled upon this new shop during my most recent retail walkabout in Brussels and instantly fell in love. THIS, I thought, is a perfect example of where retail is heading. Bringing old formats back but upgrading them to today’s reality.
It hits on so many current customer trends:
– proximity x localisation x human – the search for convenience but in an almost nostalgic very localised boutique way. Where the shop keeper knows customers by name, chats, laughs, creates a human connection…
– hybrid retailing – it’s a food shop, a book shop AND a cafe. The perfect reflection of how people live today: interconnecting activities in real life the same way we jump from app to app on our phones…
– authenticity – the almost “rough around the edges” aesthetic provides the store visit with a refreshing sense of craftiness. For many customers this will bring reassurance compared to the very slick looking “money machines” bigger brands can often represent…
– community – with the addition of the books and most importantly the cafe, this space clearly targets a specific customer group AND aims to provide this one with a “third place” to come together…
– individuality – the store’s name and design clearly anchored in Mexican heritage generate a unique identity. A pleasant break from the increasingly monotone retail environment our society is evolving towards.
To me this store almost feels like a refuge from the “norm” the world seems to be moving towards and which I sense many customers, myself included, feel rather weary about.
Thank you for reading. I sincerely hope you enjoyed the first edition of Brussels Retail Edit. Keep an eye out next month for more Brussels retail reflections. And until then don’t hesitate to connect on LinkedIn to share feedback or visit my website to find out about my various services.
