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.’

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.

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