De Slaapadviseur

De Slaapadviseur is a second generation family business renowned in Belgium for its quality products and service excellence in the bedding sector. As of February 2025, it operated four stores in the wider Brussels area. Though it already benefited from a good reputation and a loyal customer base, recent shifts in the market and rising competition were making it increasingly difficult for this retailer to stand out and attract new customers.

The passionate owners thus decided to tackle this matter in various ways, investigating both branding and retail aspects. Their first point of attention was the renovation of their least performing showroom and store located in Ternat.

Wave of Engagement was contracted specifically for the purpose of refitting this Ternat location.

The scope of works included:

• an initial audit and brand vision
• a strategic retail design proposal
• a first concept idea
• design development
• detailed design
• work supervision and delivery

My main contributions to the team focused on the first two parts of the scope

• AUDIT & BRAND VISION: for this research part of the project, I personally conducted observations in store and online, as well as interviews with the owners, store staff and customers. The goal was to collect the clearest picture possible of the project context: brand ambitions vs. customer perceptions; omnichannel strategy and the role of the physical store in this one; current customer journey & service delivery; and most importantly how the Ternat store supported or hindered this process. With the help of Tim Gielen, head of Wave of Engagement, I drafted a first report sharing the analysis results alongside some initial advice for refinements to the brand identity and omnichannel strategy.
• STRATEGIC ADVICE: using the results from the analysis phase as well as the feedback from the first client presentation, I went on to draft a strategic retail design vision for the Ternat store. This one began with a bubble plan showing my vision for the strategic customer journey planning. I then provided additional details on the operations of each phase supported by visual imagery.

Using this and the client feedback as their creative brief, my colleagues Judith Hoefkens and Julie Teetaert went on to design a brand new interior for the store. They were themselves assisted by Frederic Deltour for the detailed design and site supervision.

My help was further sought to develop the in-store signage, one of my specialties. I drafted a detailed proposal including individual signage locations, suggested formats and specific content, and also conducted a workshop with the clients on specific points of discussion.

The store re-opened in April 2026 and has been received more than positively by the owners, staff and customers.