The Retail Edit: Hybrid retail x tattoo parlours are having a moment in Brussels

There’s no denying interconnecting our daily activities has become the norm these days. With telework, we combine house tasks with professional ones. And when we go out, we like to mix eating, socialising, shopping and entertainment. This has led to the rise of more hybrid store spaces with mixed offerings such as food & fashion.

That being said, it’s another level to bring tattoo parlours into this mix! And yet, here they are, popping left and right across our lovely capital. To illustrate here are the two which have made the biggest mark on me so far:

Case in point 1 – Encré

“Encré”, which opened a couple of years ago, has quickly become an unmissable spot on rue des Chartreux. Why?

First, because of its unique one-of-a-kind offer combining:

• clothing
• homeware
• specialty coffee > It is actually now mostly known for this and has even been named as the “best coffee shop in Belgium” by Google.
• music and…
• …tattoo parlour!

Second, thanks to its store design, which is just as striking and hybrid as its offer. As a passionate retail designer, I admit this is my main area of interest. Let me provide my personal analysis of this great store concept.

The main space’s original style, including a beautiful terrazzo floor, has been retained as a “shell” to house the clothing offer. A smart move to ensure the vibrant prints sufficiently stand out.

Not a new design idea but one that always makes a mark: a vibrant red “box in the box” has been designed to house a first cafe space. What I particularly appreciate here are the “peekaboo’s” that create picture perfect frames onto the various spaces and offers.

At the far end of the box space, we get a view on another store area where the coffees are made. This one is accessed through a side corridor also giving sight into a very funky, fully mirrored changing room. The coffee counter space is in total contrast with everything else. Full height curtains covering the walls combined with dim lighting create a womb like universe miles away from the electric feel of the red box. And yet there is still always a view onto this one.

The store is completed with a cash desk area and the tattoo parlour hidden behind an industrial style plastic slat curtain. 

To me the entire concept feels very much designed as a cinematic set, with a focus on visual framing. The result is definitely striking!

I often talk about how retailers today feel pressured to include a “wow” factor in their physical stores and the risks associated with getting this “right”. This retailer did not shy away from going full on, but in this instance for me it works. Why? As suggested by the results of my research on “valuable in-store experiences”:

• brand relevance: the retailer’s unique positioning and identity is anchored in a somewhat unapologetic “in your face” attitude
• customer match: the targeted audience is undeniably the young, connected, and visually led “rebels”
• offer & service alignment: the surprising customer journey in the store offers a succession of highly contrasting spaces which perfectly support the unique offer mix
• location and building fit: this “wow” concept is totally suited to this specific neighbourhood AND the way it has incorporated the essence of the existing building is an example to follow

Overall, I would say this is a case of a grand gesture done “right”.

One improvement I might suggest?
More storytelling/ human signage, especially at the cash desk and entrance to the tattoo area.

Case in point 2 – L’abeille blanche

Following the success of Encré, here is another hybrid concept mixing retail and tattoo parlour, this time located just off the Grand Place.

No coffee shop in this one, but instead a gift shop and a much stronger presence of the tattoo space, actually openly visible from the shopfront. And it works: 3 customers on a gloomy fall Saturday at noon!

The gift shop follows another Brussels retail trend: a shared space highlighting local creative talents. No tacky souvenirs. Instead, a crafted range of unique pieces translating the true essence of what makes our city and country so beautifully rich (and quirky).

What stands out most for me in this store?

• how it translates the local flavour
• its take on community retailing, taken further than currently expected with the addition of the tattoo parlour. This allows the store to truly stand out and become memorable.
• the somewhat crafty feel of the interior design. Though some might argue it could be refined, I personally feel the “rough around the edges” style aligns well with the store’s positioning and offer.

Some small improvements could perhaps be considered especially in terms of:

• the branding: I love the beehive idea but maybe it could be made stronger with some conversational signage to create a stronger connection between store and visitors? Also: it wouldn’t hurt to have the actual shop name on the shopfront! lol
• the market feel of the product displays provides a fun experience where customers are invited to browse and search for that gem to take home. That being said a few visual breaks could help to take it all in as currently it can feel a bit overwhelming visually.

Still, this store as well as Encré offer two concepts truly unique to Brussels which I highly recommend visiting. And I’ll gladly visit with you as part of a tailored retail tour. Just reach out.

Thank you for reading. I sincerely hope you enjoyed this second edition of the 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.