Like a small
shopping mall
Smartwares Group is a leading player in consumer goods, specializing in smart security, lighting and home appliances. With a new warehouse and distribution centre in Tilburg, Smartwares wanted to create an innovative shopping experience within this building. Fuelled by a previous collaboration, Pitchkoff was asked to create a “shopping mall” that presents five Smartwares brands in a unique, yet uniform way.
Individual cohesion
Pitchkoff developed a store concept that both emphasized each brand's identity and conveyed a sense of uniformity and tranquillity. We devised an entrance with a large reception kitchen and a spacious bar, where visitors could discuss their walking route. The brands and their products are presented on long tables and displays against the walls. Products are arranged and classified by brand, with nuances of colour and shape to maintain each brand's individual identity while ensuring a cohesive look.
Powerful example
of project management
The biggest challenge of this project was converting an empty hall, equipped with roof structure and air conditioning systems, into an intimate and atmospheric retail space. Pitchkoff designed a ceiling with lighting, a warm floor and walls to create a cosy and organised space that showcased the products to their best advantage. The project required continual coordination between the contractor, installer, and Smartwares. Pitchkoff assumed a proactive role in project management, picking up tasks that were not initially our responsibility. This intensive collaboration was crucial in managing the complexity of the project and ensuring that all elements were perfectly aligned. The shopping mall in Tilburg now symbolizes Smartwares' innovative and customer-centric approach and provides a platform for the five brands to shine.
One of my first major interior design projects at Pitchkoff was a challenge to accurately translate design into execution, given the huge range of products and diverse specifications.
