Concept Department Store For The Social Media Generation

Discovery, frequent change and an open layout aim to resonate with young shoppers.

Upside is a new concept department store in Herstal, Belgium designed offer a social marketplace shopping experience. Instead of each category on a separate floor like a traditional department store, Upside is contained on a single level within a raw industrial building. Having all the merchandise together reflects Upside’s tagline ‘A Community of Good Brands.’

upside_herstal_atelier_m+g15

The tone of the store is casual and transient. Merchandising and display elements throughout the space are made of inexpensive materials like plywood. Architects (atelier) M+G worked with Upside to define an overall look and required individual brands to live within it. The result encourages shoppes to browse and discover.

upside_herstal_atelier_m+g11

The store offers apparel and accessories for women, men and children. There is a selection of design-centric items for the home. Customers can finish end their trip with a meal at the in-store restaurant.

Click through the images below to see more of the store.

Upside

Quantcast