Fashion agency Eye on Fashion (distributing brands such as Rich & Royal or Desigual in the Benelux area) has introduced its newly designed showroom in Antwerp. In cooperation with creative communication agency Nightingale they created a showroom that brings together brands and retailers in a conceptual environment.

“Everyone is talking about the importance of storytelling in retail, so that’s what I wanted to create in our showroom, too”, says Dieter Deceuninck, founder of Eye on Fashion. “By offering retailers a particular experience during their visit to our visionary brand showroom, we might be able to inspire them and help them rethink their business.”

Atmosphere at the showroom
Atmosphere at the showroom
The 1,000 square meter showroom is divided into different zones that group together different segments, from casual to premium or accessories. Furthermore, the showroom offers a wooden desk area with a map of the showroom and an informal conversation bar, where retailers can browse interesting facts on the represented brands. The design of the showroom is a mix of industrial and Scandinavian design, with original brick floors, industrial wire lamps and cardboard boxes hanging from the ceiling in a net. Mannequins were delivered by Hans Boodt, who will be a co-working partner at the showroom as from January 2015.

“We wanted to create a platform that communicates who we are as a fashion agency, but that also puts the spotlight on our brands. To do that, we had to think creatively”, says Deceuninck. “Nightingale proposed a modular concept that we would be able to modify as we go. If a brand grows in the future, we’ll have no trouble accommodating to that in our showroom.”

Eye on Fashion Showroom
Hesseplein 2
2000 Antwerpen