Antwerp Design Week (ADW) is a new entrant to the global design calendar, providing buyers with a unique opportunity to connect with Belgian designers, offering a different experience compared to traditional trade shows. We spoke with Edel Woods, Head of Home & Lifestyle at Brown Thomas Arnotts, about the appeal of ADW, its potential for growth, and how this new event stands out in the design industry.
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Sourcing new, quality suppliers
When asked if finding new quality suppliers is a challenge, she noted that while it might not be a specific issue, it takes time and effort to find the right brands for customers.“It’s really about putting in the work at shows to find the right brands and build lasting relationships,” she said. This commitment to choosing the right brands matches the team’s approach, which involves attending trade shows, studying competitors, and using their network to exchange market insights.
The appeal of Belgian design: quality and clean aesthetic
While Belgian design may not yet be at the forefront for Irish consumers, it certainly has its own niche appeal.“The clean aesthetic of Belgian design is appreciated, especially in key categories like furniture,” she noted. This resonates with Brown Thomas Arnotts' values, where quality, simplicity, and refined craftsmanship are highly regarded.
A niche show with significant growth potential
Despite ADW being a smaller-scale event, it allows buyers to take a deeper dive into the brands on display, a luxury not often afforded at larger trade shows.“More niche shows like this allow buyers time to really get to know about the brand, something that’s not always possible at big trade shows,” she observed. This aspect of ADW is particularly appealing, as Edel noted the importance of understanding each brand’s essence, as well as the potential for long-term collaboration.
What stood out at ADW: a range of unique offerings
Reflecting on the 2024 summer visit, the Brown Thomas Arnotts team was especially impressed by the range ADW had to offer.“I was particularly struck by the blown glass brands,” Edel shared, emphasizing the variety and quality of offerings at the event.
Suggestions for improvement
While the experience was largely positive, Edel suggested that future editions of ADW could benefit from a more streamlined layout. “Moving between brands in different districts sometimes took up to 30 minutes,” she noted. “Transport was easy to arrange, and each arrival was greeted with exceptional hospitality, making the journey well worth it.”
Why international colleagues should consider ADW
When asked if ADW is worth recommending, the answer was a resounding “Yes.”In a cycle dominated by major design events in Paris, Milan, and Copenhagen, ADW offers a refreshing alternative, presenting complete showroom concepts that allow buyers to better visualize and plan for in-store opportunities. “It’s easy to get caught in the repeat cycle of Paris, Milan, and Copenhagen – ADW provided a different point of view,” she noted, appreciating the distinct atmosphere and curated experiences.
Antwerp: a hidden gem of a city
The experience of Antwerp as a city was also highly praised. Despite the packed schedule, Edel had time to explore the city, describing it as “small enough to explore with lots of hidden gems and a focus on small independent concept stores,” a refreshing contrast to more commercialized shopping scenes.
A lasting impression
Antwerp Design Week has made a strong impression on Brown Thomas Arnotts, establishing itself as a valuable addition to the global design scene. With its unique perspective and attention to meaningful interactions, ADW promises to carve a niche for itself as a place where buyers can deeply connect with brands and experience Belgian design in a new light.