Metamorphosis TenSen Jewelers Antwerp
TenSen Jewelers is a real family business: father and mother Tensen are the proud founders and, together with three of the five children, are building on the continuous growth of the business. In Antwerp, TenSen is an image-defining party within the jewelery sector. With beautiful, exclusive brands and matching stores, they know how to distinguish themselves from other providers.
The WSB design team got to work after we won the Pitch with 2 other architects. The assignment was to design a watch palace that is unparalleled in Europe in a drastically changing market. The current interior was no longer of this time, and no longer matched the appearance of the various exclusive brands that are sold there. The strategy for the metamorphosis was to say goodbye to 25 brands in the trend segment and to claim a clear proposition by merging a number of stores in the same building. The store on Huidevetterstraat now sells brands such as Cartier, Omega, Tudor, Longines and Breitling.
I am very, very satisfied. I will tell you: never in our history have we experienced a flawlessly run project like this. Everything was right from timing to price. Of course, together with WSB, we ran into some obstacles here and there, but these were solved quickly and skillfully. The result also makes us very proud. We notice that there is talk about it in the industry. So not only are our customers very complimentary about the new store, our suppliers are also unanimously positive. For example, we recently had the big boss of Breitling visit us, because he had heard such good stories about our store and wanted to see it with his own eyes. We intend to further expand our brand portfolio with a number of very prominent watch brands, but we are confident, because with our new look and beautiful store we will certainly succeed. Certainly in the high segment, more and more demands are made on the environment in which brands are presented and you as a point of sale have to meet these, but that is no longer an issue. We owe that partly to WSB. We are ready for a bright future.
The store on the Huidevetterstraat was a store with two floors, the first floor was completely closed, which gave the store a small private feeling. By completely stripping the space and rearranging it, an open entrance could be created. This makes everything clear and open and space has been created for various brands to present their products in high walls. This gives a very calm but at the same time impressive image. To support the exclusivity of the brands, materials at the same level, such as marble and leather, have been used. This gives the store an international allure that matches the street, the retail property and the brands that are sold. A real eye-catcher is the leather-covered counter in a brass color, which incorporates indirect light. Creating a staircase with a walkway made it possible to remove the ceiling without sacrificing workspaces. If you are at the front of the store, the transparent connection between various workspaces is clearly visible. A seating area has been created under the walkway with a warm, private atmosphere, perfect for sales conversations. A nice contrast to the open entrance with high shop-in-shop walls.
The construction management team of WSB took care of the Turn Key renovation of the store, as conductor WSB was responsible for the total renovation of 325 m2.