Laurent De Greef on Antwerp, entrepreneurship and creating meaningful experiences

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.

Meet Laurent De Greef, CEO of a participating Belgian brand.

Can you introduce yourself and your company?

“I’m Laurent, founder of Gommaire, an Antwerp-based company that has been growing for over a decade. Being rooted in Antwerp is an important part of our identity.”

Laurent in his favorite Antwerp restaurant, Arte.

How involved are you with Antwerp Design Week? What makes it interesting for you?

“It feels very natural for us to be part of ADW. As an Antwerp-based company, it’s something we can be proud of. The city is full of energy, from art and fashion to hospitality and academies. For me, it’s a no-brainer to participate.”

Do you feel design is becoming more important in Antwerp?“

Yes, definitely. And not only in Antwerp, but you can really feel it here. The city is evolving, and design plays an increasingly important role.”

How would you describe Belgian design today?

“Timeless. Solid. There’s a certain quality and durability that defines it.

 You look at things differently, you open yourself up more. It creates a different kind of interaction.”

How does Antwerp Design Week feel for you as an exhibitor?

“It’s much more relaxed compared to a traditional fair. At the same time, it’s enriching. You look at things differently, you open yourself up more. It creates a different kind of interaction.”

Is there a moment from previous editions that stayed with you?

“Yes, especially the launch of new collections. We often use ADW as a moment to present developments to both existing and future clients, sometimes even a year before they officially go to market.”

The market is challenging today. How do you adapt as a brand?

“You have to reinvent yourself. Standing still means going backwards. It’s important to find the right platforms that fit your brand and to really listen to what the market is asking. For us, ADW is a very pleasant and relevant way to present ourselves.”

Do you feel ADW strengthens the connection between Belgian brands?

“Yes, absolutely. There’s a real effort to bring brands together in a creative way. That connection is very valuable.”

How do you create something extra as an exhibitor during ADW?

“We always try to go beyond the expected. For example, by creating unique setups like a glass container, or collaborating with hospitality partners. We also personally invite our network, which makes the experience more direct and personal.”

“ADW strengthens the connection between brands, bringing them together in a creative and meaningful way. That connection is truly valuable.”

What do you want visitors to take away from their visit?

“That they feel relaxed. It should be a combination of business and pleasure. And most importantly, that they want to come back the year after.”