Wendy (UPR) on storytelling, connection and the power 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.

Meet Wendy Jaspers, founder of UPR Belgium, a PR agency representing design, fashion and lifestyle brands.

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

“UPR started as a fashion agency and evolved into a lifestyle communication agency, spanning fashion, beauty and interior. Those three worlds are deeply connected, especially in Antwerp. Our relationship with ADW feels very natural because we work closely with Belgian design brands and believe strongly in their story.”

How do you experience the synergy between fashion and design in Antwerp?“

Antwerp is unique in that sense. The crossover between fashion, interiors and art happens organically. Moments like openings or events often bring those worlds together. That mix creates a very dynamic and inspiring environment.”

Antwerp is unique in that sense. The crossover between fashion, interiors and art happens organically.

You were already acting like ambassadors before officially becoming one. Why?

“We genuinely want to contribute to the Belgian design story. For us, it’s about making brands relevant, connecting people and helping to build something bigger than individual projects.”

How would you describe Belgian design?

“Authentic, with a slightly revolutionary edge. Craftsmanship. Precision and attention to detail. And ultimately, timeless.”

As a marketing agency, how do you communicate Belgian design?

“We always bring the focus back to craftsmanship. That’s where the strength lies. But we also look at how to translate that into a broader story that people can connect with.”

How do you approach building your client portfolio?

“We work long-term with established brands, but we also actively support emerging talent. That mix between global players and young creatives keeps things fresh and relevant.”

 That mix between global players and young creatives keeps things fresh and relevant.”

Why is connection so important, and how does ADW facilitate this?

“Connections are everything. ADW creates the perfect setting by bringing together design lovers, architects, brands and creatives in unique locations .With talks, exhibitions and informal moments, it becomes a platform for meaningful exchange. If people collaborate with respect and shared ambition, great things can happen.”

What is your vision behind initiatives like The Edit?

“We have a close collaboration with Flanders DC and strongly believe in supporting young designers. During ADW, we create multiple activations, connecting them with our network and clients. The Eilandje becomes a real creative hub during the week.”

Why is Antwerp such a strong creative hotspot?

“It’s the combination of everything. Fashion, architecture, art, gastronomy. The legacy of the Antwerp Six still resonates. And initiatives like ADW add another layer, creating momentum and international relevance.”

How important is storytelling in today’s design world?

“It’s essential. A product alone is no longer enough. You need to build a world around it, with emotion, atmosphere and meaning. That emotional layer makes the difference.”

What does a brand need to stand out during ADW?

“You have to go beyond a simple product presentation. Create a complete experience with styling, scenography, music, food. Look for synergies with other brands and designers. And don’t forget your heritage, that’s where authenticity comes from.”

What evolutions do you see in the design market today?

“We’re moving from product to concept, and from concept to total experience. Sustainability is no longer a trend, it’s a given. There’s also a shift towards warmer, more emotional interiors, less ‘perfect’, more human. Material choices play a key role in that evolution.”

Any final thoughts for visitors of Antwerp Design Week?

“Take your time. Th

ere is so much to discover, from exhibitions to collaborations and hidden locations. You might need more than one day to truly experience it all.”