“Encré” is the newest addition to the already vibrant range of local retailers to be found on Brussels’ rue des chartreux. And it’s clearly unmissable.
Its offer?
A one of a kind mix of:
- Clothing
- Homeware
- tattoo (yes, you read that right)
- specialty coffee and…
- music
Its store design?
Just as striking and hybrid as its offer!
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 “peekaboos” 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 type 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 neighborhood 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.
One to visit and revisit when in Brussels for sure!
And I’ll gladly visit with you as part of a tailored retail tour. Just reach out.
