Delvaux’ Brussels flagship is located on a boulevard alongside other major luxury houses, and admittedly its shopfront blends in a bit with the rest. But inside, the experience stands out in quite some ways.
First, the store design balances really well key elements of the brand: the high-end positioning, the exclusivity that goes with it, the craftsmanship behind the products and, most endearing to me, the brand’s Belgian heritage.
The staircase at the entrance does a great job at introducing this last aspect, as it not only holds the crest of official crown suppliers, but also displays gorgeous art pieces clearly embedded in Belgian humour.
In terms of aesthetics, the original building combines neoclassical and art deco features. A somewhat unexpected mix but which works well, and which Delvaux has done a great job at replicating in its displays, furniture and lighting. Each room highlights a selection of products and provides a seating arrangement for customers & staff to exchange in the most comfortable way. There is an overall sense of lightness, also supported by the omnipresence of natural light.
My two favourite product collections, each have their own room. In the veranda space, a double height display showcases the art based pieces, my favourite making reference to another Belgian legend: Magritte.
And we see again Belgian references in some of the products on display in the “toy” collection room. How about Belgian fries in your mini handbag?
In an adjacent room, a beautiful vintage design desk serves as support for staff to discuss special orders. Customers can enjoy a coffee while perusing the full set of leathers, buckles, linings, etc available.
I must also praise the service in this store. Every single employee actively engaged with me: the hostess, service advisers, staff in the cafe pop up and even the security guard. It felt quite “local” to me in the respectful yet approachable tone used.
The result of this combination between references to Belgian heritage (especially its humour), the refined aesthetics, the friendly service and amazing craftsmanship? A store experience which feels luxurious yet extremely comfortable and accessible.
From May to mid-July 2024, when I visited, the store offered a unique café pop up experience located in the store’s courtyard. Visitors could enjoy hot and cold drinks (inc champagne) alongside pancakes, and of course, Brussels waffles offered both sweet or savoury. I decided to be “wild”, and had the savoury. My waffle was thus topped with an amazing freshly made tartar of beef and tuna. The perfect end to my visit.
Would you like to visit this store and others in Brussels? I would be happy to tailor a tour just for you.
And/ or are you interested to learn more about store design concepts? Get in touch.
