AXL is a fine jewelry Brand mixing the traditional with the new. In 2017 we created its high-end concept store in Brussels, Belgium. It’s a special place that should be perceived as a jewel itself.
The visual brand identity created emphasizes AXL as a unique destination: a graphically simple and clean yet luxurious identity. The collaboration between Labscape Design & Architecture and jeweler AXL started with a precise brief matching the brand universe: feminine, elegant and precious whilst avoiding the trivial codes of luxury. What was created is a kind of contemporary boudoir combining a certain nostalgia of the past with modern elegance and sophistication.
branding / retail
- TIMELINE: 2016
- LOCATION: Brussels, Belgium
- CATEGORY: Commercial
- CLIENT : Axelle Delhaye
- SIZE: 92 m2
- PROGRAM : JEWELRY STORE: Desk - Office - Storage - Bathroom - “Le Boudoir”
- PHOTOS: Nicolas Schimp
A MAJESTIC GREY TRAVERTINE DOUBLE-DOOR, WITH SPECIALLY DESIGNED BRASS HANDLES, OPENS SOPHISTICATED OFFICE.
THE PRESENTATION TABLE IS CONCEIVED AS A JEWEL IN ITSELF: ENTIRELY CRAFTED BY HAND, THE CURVED BRASS IS COMBINED WITH GREY TRAVERTINE AND PRECIOUS GREEN VELVET. THE SAME COLOR ‘FOREST’ CAN BE FOUTHEBACK WALL. IT IS PROVIDED BY DEDAR MILANO ANSSURPRISES BY ITS TONALITY.
THE CASH REGISTER COUNTER IS COMPOSED OF TRAVERTINE, BRASS AND PAINTED WOOD, CREATING AN ENSEMBLE OF REFINED DETAILS AND CURVES INTO AN ASYMMETRICAL SHAPE.
THE PALE PINK SHOWCASE AT THE VERY END OF THE BOUTIQUE REFLECTS THE PRESTIGIOUS ‘A GRISSINO’-FINISHING , THE COMPLETELY ASYMMETRIC NICHE THAT CUTS THE VERTICAL SURFACE MAKES THE ENTIRE WALL VERY DYNAMIC.
AS A CLEAR REFERENCE TO THE ITALIAN STYLE, ICON PARIS’S COMA’-SOFA WELCOMES GUESTS INTO A COMFORTABLE LOUNGE.
A COMBINATION OF CRAFTSMANSHIP, NOBLE BUT UNTREATED MATERIALS AND VARIOUS METALS COMPLETE THE INTERIOR AS IF THEY WERE JEWELRY PIECES THEMSELVES.