Dutch retailer Mexx has opened a new flagship store in Belgium’s capital Brussels. The new store reflects the image 'Metropolitan Casual Lifestyle' that the company has adopted since the change of management.

"Mexx is inspired by life in big metropolises. That is exactly what you feel and see in our new stores - from the store construction in the style of New York lofts, to many authentic details, up to the collections," says CEO Thomas Grote.

Mexx is known in the segment of fast fashion but shows that it wants to become more authentic and individual. "The customer won’t find a homogenous store concept in the world. We want to give the feeling of a unique and personal boutique," says Ansgar Helmich, VP Global Architecture at Mexx.

In the store, there are graffiti, as well as real materials like wood and stone. The lighting which was designed by RZB Bamberg, also contributes to the store's loft atmosphere. On 600 sqm, collections for women, men, kids & accessories are presented. Mexx plans to open more stores with this concept in the future.