Jos & Noella on retail, experience and the value of Belgian design

We could give you countless reasons why we believe in Antwerp Design Week. But sometimes, it means more to hear it from someone else. That is why we are proud to introduce one of our ambassadors. In the coming weeks, you will discover a series of personal stories, each offering a unique perspective on the experience.

Can you introduce yourselves and your connection to Antwerp Design Week?

“We are Jos and Noëlla from Donum. Antwerp Design Week feels very close to us. Not only because it takes place in our city, but also because it connects to how we see retail today. It brings people together in a meaningful way, in inspiring locations like the National Bank, and creates real moments of exchange. Ofcours we are also a discover point on the route because we house several participating brands in our store.”

Why do you feel like ambassadors for ADW?

“Because we truly believe in what it stands for. ADW is not just about showing products, it’s about connecting people, sharing ideas and creating inspiration. That’s exactly what we try to do every day in our store.”

If you had to describe ADW or Belgian design in three words?

“Distinctive. Craftsmanship. Authentic.”

Why do you believe in Belgian design?

“Belgian brands really make a difference in the final result. They think along with you, they are flexible, and there is a certain ‘touch’ you don’t find anywhere else. That level of collaboration is often harder to find with larger international brands.”

Which Belgian brands are you highlighting during ADW?“

We’re putting a strong focus on brands like Fontaine and Bova. They represent the kind of quality and character we want to share with our visitors.”

What works today as a retailer? How do you engage your customers?

“It’s all about the experience. The showroom, the atmosphere, the decoration, even scent and music, everything has to be right. Today, customers are not just looking for a product, they are looking for inspiration. That’s something you cannot fully translate online. Physical experience and personal contact remain essential.”

Today, customers are not just looking for a product, they are looking for inspiration. That’s something you cannot fully translate online.

What can retailers learn from visiting showrooms during ADW?

“It’s a rare moment to really talk to each other. In daily life, everyone is busy, but during ADW you take the time to exchange ideas, to feel what’s happening in the sector. You realise that many people face the same challenges. And that’s where you can learn from each other and find solutions together.”

Retail is evolving. What should retailers focus on today?

“Simple product sales are no longer enough. You need to create added value, through storytelling, unique collections or even custom solutions.Customers are looking for trust, guidance and something meaningful. That’s how you build long-term relationships.”

Do you see ADW as a buying moment or an inspiration moment?“

Primarily as an inspiration moment. But inspiration often leads to business, so in the end, it becomes both.”

How has consumer behaviour changed?“

Ten years ago, people would come in, buy something and take it with them. Today, that’s different. People want convenience, they often order later, sometimes online. That means as a retailer, you have to work even harder to create a strong in-store experience.”

What makes ADW enjoyable for you personally?“

We are in the store most of the time, but we also try to join events after hours. Having a drink, meeting people, sharing moments with our team.That’s what makes ADW so enjoyable, it’s both professional and social.”

That’s what makes ADW so enjoyable, it’s both professional and social.”

Any tips for visitors during ADW?“

Definitely visit places like Spice Bank, a real favourite of ours. And La Collection at Sint-Jorispoort is also highly recommended. Antwerp is full of hidden gems, ADW is the perfect moment to discover them.”