Eggs, baby chicks, bunnies & flowers

20/CENT Retail is evolving, growing, and reinventing itself.

A new idea: giving the floor to other retail experts. Each with their own vision and angle of analysis. Until now, I mainly invited them onto the podcast. From now on, I’m also inviting them to take the pen and share their perspective on a current topic.

Always in the spirit of 20/CENT Retail: solid analysis, grounded in field visits and backed by true expertise.

Today, Elisa Servais takes on the challenge and brings you along to explore the Easter shop windows in Brussels.

What does Brussels retail have to showcase for Easter & spring this year?

Let’s go on a hunt! (pun intended)

First, let’s look at those who clearly went for Easter themes.

Unsurprisingly, the chocolate houses are the biggest players on this front. Leonidas, Elisabeth Chocolatier and Corné Port Royal all offer fun tantalizing windows. Still, it’s clear that Neuhaus and Marcolini remain the ones to beat. They have (unknowingly?) re-iterated their Christmas tree battle with an easter egg one. However, this time they each provide a uniquely branded take on it:

Neuhaus offers a celebration of the countries of origin for cocoa beans. In its iconic Galeries Royales St Hubert location, it brings us on a world tour of chocolate via the combination of its two windows, animation included. It then runs this same theme in all its other outlets via replicates of the giant chocolate egg this time with travel stamps on it. This aligns directly with the maison’s positioning of always paying homage to heritage.
Marcolini on the other hand is known for being somewhat more contemporary, artistic and “designed”. Its selected theme of “easter haute couture” exquisitely translates this. The execution of that giant chocolate egg as a fashion item is not only stunning but also quite refreshing. My only minor disappointment is that the theme isn’t replicated as beautifully, in a smaller scale of course, in the other locations.

In short, my very personal thought is that Marcolini nailed the brand take on the easter theme, but Neuhaus delivered on the application throughout all its locations.

Chocolate stores are not the only ones to offer easter focused windows, however. Other sweet-focused retailers, such as Sucré and the always extravagant Maison des Gaufres, have also tapped into the holiday spirit. More subtle, is the campaign from my very favorite Belgian retailer: Maison Dandoy. Staying true to its “people, planet, biscuit” mission, Dandoy is collaborating this time with the WWF to bring light to endangered species. The campaign showcases an “ABC” of these species and even offers a special edition of letter and animal shaped biscuits. All extra proceeds naturally going to the cause at hand. Finally, Flying Tiger and Hema are delivering their expected decorations and crafts and thus keeping old and young creative souls happy.

Easter does not suit all retailers and it’s therefore typical to also experience more spring focused campaigns this time of year. Who leaned into this approach?

In the higher-end, market I must give high praises to Hermes. But really, what’s new? They consistently deliver such beautifully crafted and brand original windows. I love this season’s pond theme where products are used to replicate animals. Priceless! Our own Belgian brand Kaai should also be mentioned for its fresh and pure campaign.

The mid-market does not disappoint either. I quite enjoyed the simplicity of Mephisto’s windows. As a true Brussels fan, however, I can’t hide that I still favor the creativity, and quirkiness of our local boutique owners, such as Lady Guilmot & Yankadi.

That being said, the two brands who stood out the most for me this time are those which tapped into themes I was not expecting for them. Proof once again that surprise leads to memorability. Petit Bateau is currently running a campaign focused on faith celebrations typically taking place this time of year for young children and teens. Not something we see a lot of anymore these days, but which I do feel makes sense for the brand’s specific target audience. Well played them! The second surprise comes from Hackett, the high-end British menswear brand, who takes us gardening. Fresh, fun, on brand and yet also… not really… could this be that British humor coming out again?

Finally, my last surprise was in witnessing how many retailers had skipped spring activations altogether and already display summer themed windows. Maybe something to cover in an upcoming article…

For now, I leave you to enjoy the photos as a teaser and highly encourage you to come explore our capital’s fun mix of retail. Need a retail guide? Or an expert retail designer to help with a project, provide training or public speaking? You know who to call.

Until next time…

From Brussels with love,

Elisa

PS : all the photos are on https://vincentpanneels.substack.com

Elisa Servais, PhD., RDI, is a retail design expert with 18+ years of practice in Shanghai, London and Brussels. She has also spent 8+ years in academia researching and teaching this specific discipline. Her doctoral thesis aimed to gain a better understanding of valuable in-store experiences, with a special focus on gathering insights to better design these. She currently offers various consultancy services as means to share her passion, expertise and call for a more strategy-driven, holistic, omnichannel, collaborative and (neuro-)inclusive approach to retail design practices with as wide an audience as possible.

Website: elisaservais.com

Elisa Servais Retail Design Expert Store Tour Field Visit