Pictures: KVB Design creates retail concept for Pomax

Established in Antwerp, Belgium in 1993 by Anne Marie Clerckx and Xavier De Vil, Pomax started with glass-ware then expanded into “art de table”, textile, decoration items and furniture. The brand is distributed in over 30 countries.

The brief
Poma appointed KVB Design to enhance and commercialise its retail concept and support the roll-out of showrooms across their core markets. The first Pomax showroom created by KVB Design is in the Belgian coastal town of Knokke Heist. The 260m2 location is arranged over three levels with extensive glass frontage to the main pedestrian street. The challenge for the design firm was to maximise the levels of customer footfall to the traditionally difficult first floor and basement levels.

DesignWorking with the Pomax team, the designers addressed the challenge by visually connecting the three floors both internally and externally. A central vertical wall, located in the main central staircase area, connects the showroom floors, creating a visual link between all three trading areas.
Externally the double height façade features a combination of clear and carefully merchandised windows allowing visibility from street level. Large-scale vinyl graphics  visually tie the two levels together. Internally the store is designed to reflect the home, creating the ‘House of Pomax’, with clearly defined living areas to aid visitor navigation.

Inspiration and Purchase areas
The interior layout has been planned to encourage visitors to explore the showroom. Lighting products are displayed in the basement where controlled ambient light enables the most effective product presentation. In keeping with Pomax’ brand philosophy, the design team positioned a number of different interior settings around the showroom, presenting a range of product configurations and styles. These areas are supported by carefully merchandised shelving systems that stock and display the specific products. Throughout the showroom natural materials have been used reflecting the Pomax brand ethics. A poured resin floor adds a seamless, polished look and feel to the showroom flooring whilst unfinished natural timbers complement the fixtures.

Visual Merchandising
With a broad catalogue of over 3000 items, detailed consideration of visual merchandising was critical. The design team, together with visual merchandising partners Metamorphosis, implemented vertical merchandising principles. Using defined colour blocking the team were able to maximise the overall impact of the product range.

“We are very happy – not only with the final store design but the process of working with the KVB Design team. As a company with a strong design ethic KVB Design took the time to completely understand our brand values and commercial needs. The results have been incredible, high levels of footfall on each floor, clear presentation of our catalogue and record sales for any Pomax location,” said De Vil, CEO, Pomax.

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