The first few months of 2009 have already proven that the rise of exclusive shop concepts wasn’t a temporary phenomenon.
Last month, Guy Thiron opened his shoe boutique in the Drukkerijstraat, right behind the fashion museum and Yohji Yamamoto’s flagship store. He brought a few exclusive brands and designers to Antwerp, such as Michel Vivien and Jerome Dreyfuss, who are not yet well know in Belgium but have stellar reputations abroad.
Then Jeroen Smeekens announced his new grand plan for the Burburestraat, where his “denimandstuffsupermarket” Clinic is already located. When Clinic opened, concept stores were all the rage in the United States, but there were no real contenders in Antwerp. Clinic brought a new, exciting experience to the fashionable shopping crowds, who couldn’t wait to pick out their denim while flipping through photo books and bopping to the tunes of a live DJ set.
But because Clinic is focused on young hipsters, Smeekens felt there was still room for another concept store: Hospital. It’s located in the giant space where the Antwerp Hippodrome used to be, so the term “boutique” sells it a bit short. Yet the interior and atmosphere of Hospital are as luxurious as the brands and designers represented on the racks. Tim Van Steenbergen, Viktor & Rolf, Alexander McQueen, Marc Jacobs and Sonia Rykiel are just a few.
It’s not hard to understand, then, that Hospital is already attracting international attention. In fact, the well-prepared Smeekens has designed packages for foreign visitors, who can celebrate their purchases with dinner in the adjacent Italian restaurant and even spend the night amidst all of this fashionable luxury, in one of the three bed & breakfast suites.
Antwerp is so enthralled with this luxury movement, even outlet stores are starting to resemble posh boutiques. High-end shop Verso and antique store Hot & Cold joined forces to open Galerie Trouvailles in the Nationalestraat: a small but warm space with antique chandeliers and leather Chesterfield sofas for clients to relax in. On the racks? Dolce & Gabbana, See by Chloe, Costume National…all for less than half the original price. Because even in times of crisis, Antwerp knows just how to lux it up.