exhibitor's guide

overall overview

understand the event

Fifteen years ago, the idea for Antwerp Design and Decovalley (ADDV) was born during a train ride.
Geert-Jan Van Cauwelaert, co-founder of XLBoom, and his close friend Philippe Delaisse, co-founder of Ethnicraft, brainstormed about uniting Antwerp’s design world in one place. This vision quickly took shape, leading to the launch of the first ADW guide., showcasing like-minded Antwerp companies as a collective and highlighting the city itself.

Over 15 years, the group grew to 15 permanent members, publishing annual guides that laid the foundation for Antwerp Design Week. When international design fairs were canceled during the pandemic, Belgian companies joined forces to create their own event, leveraging their years of collaboration.

Antwerp Design Week 2023 – Edition 0
The inaugural Edition 0 in 2023 was a modest start with 31 companies but set the stage for growth.

Antwerp Design Week 2024 – Edition 1
Edition 1 in 2024 was a breakthrough: visitors tripled, and participating brands doubled to over 50. Praised by both visitors and brands, it solidified Antwerp Design Week as a growing international platform.

Antwerp Design Week remains committed to fostering collaboration, strengthening connections, and spotlighting Belgian design on the global stage.
Both now and in the future, we stand for authenticity, surprising experiences, quality, sustainability, and interaction.

The event primarily targets professionals but also welcomes design enthusiasts. By placing hospitality at its core, we create an environment where strong connections are fostered between designers, suppliers, buyers, and passionate visitors.

Our goal is to attract engaged visitors and enable business growth. At the same time, we do not rule out developing an "awareness" initiative in the dynamic District Downtown, aiming to inspire a broader audience.

Our core values are our compass: to continue surprising exclusively, to highlight the beauty and unique character of Antwerp, and to transform Belgian design into a strong and recognizable global concept.

Beyond hosting the event, ADW serves as a unifying force for the Belgian design community, fostering collaboration and growth among its members.
Antwerp Design Week’s mission is to establish Belgian design as a globally recognized concept.
Founder: Geert-Jan Van Cauwelaert, who dreams of uniting the design world into a strong and cohesive entity (gj@xlboom.com )

Project Lead: Emma Vanbeckevoort, overseeing and excecuting the whole event (info@adw.life)

Board of Directors: Geert-Jan Van Cauwelaert, Stefan Dusart (Ethnicraft), and Johan Van Maercke (Goodwill).

As ADW grows, partnerships play a crucial role. Collaborations with major organizations such as

Stad Antwerpen, Fedustria, and FlandersDC help realize our mission. Additionally, many other partners contribute to the event’s success and ongoing development.
Antwerp Design Week is managed by a non-profit organization dedicated to promoting Belgian and high-quality design.
As we approach the third edition, we’ve taken the opportunity to reimagine our visuals. Our aim is to embody a look that is not only stylish and timeless but also bold, exciting, and full of surprises.
Shaping the story
Multiple Districts - Downtown | North | East | South | West
Antwerp Design Week spans multiple districts, making it easy to explore the broader Antwerp metropolitan area. Here's an overview of the districts and the transport options available:

Districts

District Downtown (City Center): The heart of Antwerp, ideal for walking and biking.

District North (Wijnegem): A 20-minute drive from Downtown.

District East (Herenthout): About a 30-minute drive from Downtown.

District South (Kontich): A 20-minute drive from Downtown.

District West (Hoboken - Boom): Between 10 and 30 minutes’ drive from Downtown, depending on the exact location.

The districts are closely connected, reflecting the compact scale of Belgian cities. Unlike sprawling international metropolises where long commutes are the norm, Antwerp’s districts are accessible and easy to navigate. Viewing Antwerp as a metropolitan area rather than just the city center ensures these short distances are no obstacle.

Transport Within District Downtown

In the City Center, visitors are encouraged to explore on foot or by bike for a more immersive experience. This year, shuttles will also run along the ‘Kaai,’ connecting the northern and southern ends of the city for added convenience.
Visit Points
Discover Points are the heart of the Design Lover Walk, welcoming both B2C design lovers and B2B professionals. These locations feature innovative design brands, creative exhibitions, unique installations, and open events where visitors can connect with brand stories and even purchase exclusive pieces.

Business Points are tailored for B2B professionals, offering spaces for networking, business-focused events, and fostering supplier connections. They showcase premium brands in temporary showrooms and young creatives in collaborative YC Hubs.
Transport in and between districts
To ensure smooth travel between districts, we’ve partnered with Polestar, Get Driven, and our Transport Dispatch service. Key features include:

Booking Options: Visitors and exhibitors can book transport online or through our Transport Dispatch team.

Contact Information: The transport dispatch number will be available on our mobile app and website.

Advance Booking: A booking link will be provided for scheduling trips in advance.

With these services, navigating the Antwerp metropolitan area during Design Week will be seamless and stress-free.
Transport in District Downtown
Visitors can navigate District Downtown during Antwerp Design Week through several convenient transportation options:

Walking: Many showrooms and hubs are within walking distance, allowing visitors to easily explore the area on foot.

Cycling: Complimentary bike vouchers are available at 'The Club,' enabling visitors to use city bikes for quick and eco-friendly travel between locations.
Premium Brands
Established design brands that can set up B2B showrooms (Business Points) to connect exclusively with professionals or host a Discover Point in District Downtown to engage with both B2B and B2C visitors. Discover Points can include installations in galleries, collaborations with local retailers, or temporary creative setups.
Young creatives
Emerging designers featured in a YC Hub, a collective space that serves as both a Business Point and a Discover Point. This platform allows them to showcase their work, connect with clients, and gain broader visibility.
Unique Installations
Creative projects developed in collaboration with partners, showcased as Discover Points. These installations focus on storytelling and brand awareness, offering an engaging experience for visitors on the Design Lover Walk.
Who are the visitors of Antwerp Design Week?

Design Lovers (B2C): Individuals exploring the Discover Points in District Downtown via the Design Lover Walk, connecting with brands, attending events, and purchasing unique pieces.

Design Professionals (B2B): Architects, retailers, and buyers seeking business opportunities, exploring both Businesspoints and Discover Points for impactful connections.

How do they get informed before their visit?

Inspiration and awareness: Visitors are encouraged to attend Antwerp Design Week through various channels, including targeted campaigns on social media, brochures, mailings, and more.

Invitations and registration: Visitors are informed by participating brands or receive a personal invitation if they are part of the Antwerp Design Week database. Starting in March, they can register and create a personal QR code. This code provides personalized access to the event and helps the organization gain valuable insights about the attendees.

Planning the visit: Through the website, visitors can access all practical information to organize their visit. From locations and exclusive events to discount codes and transportation options, everything is available to help create a tailored plan.

How does the perfect visit to ADW look like?

Welcome to The Club: Upon arrival, visitors can stop by The Club, the central information point. Here, they will find an overview of all activities and can arrange transportation, either by phone or on-site. The Club also serves as a platform for special events, such as panel discussions, design shows, and inspiring talks.

Business Points (for professionals): Professionals can attend exclusive events and visit showrooms in various districts. These spaces showcase extensive collections and brands in a clear and organized manner, simplifying and enhancing the buying process.

Discover Points on the Design Lover Walk (for everyone): Both professionals and design enthusiasts can explore the creative Discover Points on the Design Lover Walk in District Downtown. This unique feature adds an extra dimension to the event, offering inspiration in an accessible and dynamic setting. The route is actively promoted through social media and other communication channels.
PROFESSIONALS

BUSINESSPOINTS open for professionals only in all districts.

DESIGN LOVER WALK with Discover Points: Inspirational showcases for design lovers in district Downtown.

Events in The Club

Events hosted by premium brands, young creatives or unique installations

DESIGN LOVERS

DESIGN LOVER WALK with Discover Points: Inspirational showcases for design lovers in district Downtown.

Events in The Club

Events hosted by brands open for design lovers.

What is the B2B program (professionals) and what is the B2C program (design lovers)?
It serves as both a central information hub and a place for memorable experiences.

Convenience features include:

A hostess desk,

Transport services,

An information point.

Experiential highlights include:

Exclusive events,

Inspiring talks by distinguished speakers.

Address:

Kattendijkdok-Oostkaai 12,

2000 Antwerp Belgium
The Club is the vibrant heart of Antwerp Design Week, located at the iconic venue "12" by Aim Architecture at the Kattendijkdok.

stay up to date

You keep track of the timeline for upcoming deadlines, which you will also be notified of via email. Participate in the online meetings to stay informed about all developments. In the meantime you can have a look at the ‘live update’ platform where you will find updates about the newest participants, updates about the event program, registered visitors and updates about the design lover walk. If you have any questions, feel free to reach out at info@adw.life or contact us by phone.

Dates Q&A sessions

December: 16 December at 16:00.
January: 22 January at 16:00.
February: 13 February at 16:00.
March: 13 March at 16:00.
April: 10 April at 16:00.
May: 15 May at 16:00.

hospitality

Hospitality is all about creating memorable experiences that go beyond the ordinary. Treat your visitors to more than just a transaction—offer them a moment they’ll cherish. Delight them with some unique drinks and bites or host a unique event.

By prioritizing great hospitality, you ensure visitors feel valued and are more likely to return, building lasting connections with your brand.

Every interaction counts. Show appreciation, make it personal, and leave a lasting impression.

To help you elevate your hospitality, we wil compile some qualitative partners that will offer you an ADW-discount. More info soon.

visibility

In addition to the communication efforts by Antwerp Design Week, we encourage each participating brand to actively inform their own customers through mailings and social media. This will enhance the visibility of your presence at the event. Use our convenient mailing templates (available in the download kit on the ADW-onboarding-platform) to streamline your communication and ensure a professional touch.

Make sure to complete all documents and answer all questions in the 'upload' section of the onboarding platform. The more high-quality information you provide, the better quality content the organization can create.