How to design one showroom for different target groups with different needs?

Using a non-linear approach.

A Vandersanden showroom welcomes a broad but very different group of visitors. On one hand you have the ‘architects’ - who have numerous technical questions, who take an interest in all the possibilities of one particular brick and who like to be informed of the latest developments of Vandersanden. Corporate details and history will most likely not trigger them for repeated visits to the showroom.

On the other hand you have the non-professional visitor - for private use - who will visit the showroom most likely only once with an aesthetic perspective. This type of visitor is charmed by the history of the company, the entire production process, corporate details,…

Two entirely different customer journeys.

With these customer journeys in mind, we had to create an experience that would meet the needs of each type of visitor. This resulted in a non-linear showroom journey. Giving all different types of visitors - and the Vandersanden sales team - an autonomous way of discovering the showroom.

The concept design of the showroom finds its origin in the Vandersanden motto: “Together we build greatness”. Vandersanden wants to play a meaningful and inspirational role in our living environment, a role that unites.

Our aim was to reflect this principle in the design language, by looking beyond the brick itself. We took a dive into the world of construction and found a very interesting language of forms, such as the temporary structures that make it possible to build a wall. By abstracting these forms and implementing them into our design we go far beyond the brick and bring to live the entire world of construction surrounding the product. Just like Vandersanden does.

Each interior element contains carefully thought-out content and, where possible, interaction that allows the visitor to experience certain features for themselves. For example, visitors can make their own composition of brick slips and joints, or experience the effect of the protective layer on a brick. Vandersanden's graphic brand identity has been integrated in all communications, from signage to content.

All five locations of Vandersanden Spouwen (BE), Tolkamer (NL), Halluin (FR), Hedikhuizen (NL) and Peine (DE) are being designed and built by Creneau since 2018, including strategy, scenography, project management, technical drafting, joinery woodwork and on-site construction.

See video for the final result.