[In the picture] Juttu gives its Antwerp flagship store a makeover

Ten years after its opening, Belgian lifestyle retailer Juttu has given its very first flagship store on the Meir in Antwerp a thorough makeover. The place where the brand’s retail story began has been given a new façade, an improved layout, and a striking mural.

Storytelling at the center

A mural by artist Amber Gyselings immediately catches the eye as a focal point in the renovated store. Juttu deliberately chooses to collaborate with a local artist in every store, making art an integral part of the experience. Furthermore, the building received a new layout with a clearer overview and more breathing room, where fashion and lifestyle flow seamlessly into one another. Storytelling is central to the various zones, in line with the meaning of Juttu: a “did-you-know” or short story.

The store was also optimized from a functional standpoint. The fitting rooms were moved to the front of the first floor for more natural light. The men’s department was given its own warmly decorated space, while the checkout was moved to the back to create a smooth flow through the store. Subtle color accents create a fresh, inviting atmosphere while maintaining the recognizable Juttu signature.

“The right moment”

“Ten years after opening our first store on the Meir, it felt like the right moment to give this space a refresh,” says Bea De Beuckelaer, CEO of Juttu. “With this refit, we’re building on what Juttu stands for: a multi-brand concept centered on discovery, stories, and experience. We want to create an environment where people enjoy spending time and feel connected to the brand.”

Juttu, a sister company of A.S. Adventure and part of the European outdoor retailer Yonderland, has 13 concept stores in Belgium. Shoppers will find a diverse selection of fashion, beauty, home & decor, food, and books from over a hundred brands.