BASE FLAGSHIP STORE
ANTWERP, BELGIUM
The central station of Antwerp is the location where we find the BASE Flagship Store. The building is a classified monument with an enormous history. It makes a very solid impression. On the other hand, the BASE brand values are: user-friendliness, clarity, transparency and emotion. To merge these two strong identities in one location, we played with contrasts; the massive historical building with its heavy materials against the light, fresh and clear elements of the BASE-brand.
The BASE brand identities lead us to creating a concept that refers to a greenhouse: a place where costumers find themselves in a high-tech environment with a very simple and low-tech feel but always transparent and clear. An environment that breathes ‘BASE’ in every way possible. With respect to the monumental building, we treated the whole shop as a ‘box in a box’. All integrated elements are standing free of the walls. In this way, the ancient building becomes a historical backdrop, a decor in which BASE is a leading player.
The BASE brand identities lead us to creating a concept that refers to a greenhouse: a place where costumers find themselves in a high-tech environment with a very simple and low-tech feel but always transparent and clear. An environment that breathes ‘BASE’ in every way possible. With respect to the monumental building, we treated the whole shop as a ‘box in a box’. All integrated elements are standing free of the walls. In this way, the ancient building becomes a historical backdrop, a decor in which BASE is a leading player.
Design by Simone Pullens & Andrew Theunissen
Graphic design by Fre Lemmens
Photography by Philippe van Gelooven
for Creneau International
