{"id":103319,"date":"2024-08-08T13:32:32","date_gmt":"2024-08-08T11:32:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=103319"},"modified":"2024-08-08T16:20:48","modified_gmt":"2024-08-08T14:20:48","slug":"aqualex-lavenir-du-retail-reside-t-il-dans-un-verre-deau","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/maison-deco\/aqualex-lavenir-du-retail-reside-t-il-dans-un-verre-deau\/","title":{"rendered":"Aqualex : l&rsquo;avenir du retail r\u00e9side-t-il dans un verre d&rsquo;eau ?"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-103195\" data-id=\"103195\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_23-1024x683.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_23-1024x683.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_23-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_23-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_23-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_23.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-103197\" data-id=\"103197\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_35-683x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_35-683x1024.jpg 683w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_35-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_35-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_35-1024x1536.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_35-1365x2048.jpg 1365w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_35-scaled.jpg 1706w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-103209\" data-id=\"103209\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_39-1024x683.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_39-1024x683.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_39-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_39-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_39-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_39.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-103199\" data-id=\"103199\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_41-683x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_41-683x1024.jpg 683w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_41-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_41-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_41-1024x1536.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_41-1365x2048.jpg 1365w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex_-P_0606_41-scaled.jpg 1706w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-103201\" data-id=\"103201\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_4-683x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_4-683x1024.jpg 683w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_4-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_4-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_4.jpg 960w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-103203\" data-id=\"103203\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_11-683x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_11-683x1024.jpg 683w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_11-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_11-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_11.jpg 960w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-103211\" data-id=\"103211\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_18-683x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_18-683x1024.jpg 683w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_18-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_18-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_18-1024x1536.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_18-1365x2048.jpg 1365w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_18-scaled.jpg 1706w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-103213\" data-id=\"103213\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_41-683x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_41-683x1024.jpg 683w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_41-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_41-768x1151.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_41-1025x1536.jpg 1025w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_41-1367x2048.jpg 1367w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_41-scaled.jpg 1709w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-103207\" data-id=\"103207\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_34-1024x683.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_34-1024x683.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_34-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_34-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_34-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_34.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-103215\" data-id=\"103215\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_44-683x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_44-683x1024.jpg 683w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_44-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_44-768x1151.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_44-1025x1536.jpg 1025w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_44-1367x2048.jpg 1367w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/08\/Aqualex-2302_P_44-scaled.jpg 1709w\" sizes=\"(max-width: 683px) 100vw, 683px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Flagship store ou galerie d\u2019art ? Magasin de robinets design ou d\u2019eau potable ? Service ou vente au d\u00e9tail ? Le Concept Store d\u2019<strong>Aqualex\u00a0<\/strong>\u00e0 Knokke n&rsquo;est pas facile \u00e0 cataloguer, et c&rsquo;est pr\u00e9cis\u00e9ment la raison pour laquelle\u00a0les marques\u00a0peuvent s&rsquo;inspirer de ce non-d\u00e9taillant&#8230;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un concept store pour l&rsquo;eau<\/h2>\n\n\n\n<p>Tout comme les innovateurs trouvent souvent leur origine en dehors du secteur, il faut parfois chercher les concepts les plus inspirants en dehors de la distribution. \u00c0 l\u2019image d\u2019Aqualex : cette entreprise bas\u00e9e en Flandre occidentale d\u00e9veloppe, installe et entretient des syst\u00e8mes d&rsquo;eau du robinet potable. Si la marque se concentre principalement sur le B2B, le fondateur, Alexander Vanlerberghe, et son \u00e9pouse et directrice financi\u00e8re, Niki Ghys, n&rsquo;ont pas h\u00e9sit\u00e9 lorsqu&rsquo;ils sont tomb\u00e9s sur un local vide \u00e0 Knokke.<\/p>\n\n\n\n<p>Au c\u0153ur du Zoute, parmi les bijoutiers et les marques de sacs \u00e0 main telles que Vuitton et Delvaux, ils ont d\u00e9cid\u00e9 de transformer un ancien magasin de chaussures en concept store dans un \u00e9lan d\u2019entrepreneuriat. Kevin de Caluw\u00e9, Chief Marketing Officer, et l&rsquo;agence de conception Maister ont pris en charge l\u2019am\u00e9nagement. En d\u00e9pit de la structure longue et \u00e9troite du local, l&rsquo;objectif \u00e9tait clair : Aqualex souhaitait toucher un maximum de personnes et promouvoir l&rsquo;eau potable \u00ab&nbsp;comme une ressource pr\u00e9cieuse, durable et saine&nbsp;\u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab\u00a0L\u2019inspiration ne doit pas \u00eatre li\u00e9e au produit\u00a0\u00bb<\/h2>\n\n\n\n<p>\u00ab&nbsp;On ne change pas de robinets, et encore moins d\u2019installation d\u2019eau, tous les deux jours. La boutique doit offrir une exp\u00e9rience telle que les visiteurs penseront encore \u00e0 Aqualex dans 3 ou 4 ans, au moment de faire une r\u00e9novation.&nbsp;\u00bb Et c&rsquo;est l\u00e0 que r\u00e9side le caract\u00e8re innovant du concept : puisqu\u2019on n\u2019atteint pas n\u00e9cessairement les gens au moment de leur achat, l&rsquo;inspiration ne doit pas forc\u00e9ment \u00eatre li\u00e9e au produit, a expliqu\u00e9 De Caluw\u00e9.<\/p>\n\n\n\n<p>Plut\u00f4t que des robinets, Aqualex a mis\u00e9 sur l\u2019art. \u00ab&nbsp;Nous avons \u00e9galement un pied dans le secteur de la cr\u00e9ativit\u00e9 et du design. Nous avons une \u00e9quipe de R&amp;D de quatre personnes, ce qui est plut\u00f4t cons\u00e9quent pour une entreprise comme la n\u00f4tre. Cette capacit\u00e9 d&rsquo;innovation est une premi\u00e8re tangente&nbsp;\u00bb, explique Anna Coucke, responsable contenu. De plus, en tant que marque haut de gamme, Aqualex avait d\u00e9j\u00e0 des liens avec le milieu artistique.<\/p>\n\n\n\n<p>Autre avantage de l&rsquo;art : en rafra\u00eechissant la s\u00e9lection d&rsquo;\u0153uvres, les visiteurs ont une raison de revenir r\u00e9guli\u00e8rement. C&rsquo;est pourquoi l\u2019entreprise organise une nouvelle exposition plusieurs fois par an, en collaboration avec des galeries d&rsquo;art et des collectionneurs priv\u00e9s, toujours sur le th\u00e8me de l&rsquo;eau. La conservatrice Lieselot Vandecappelle recherche les \u0153uvres ad\u00e9quates et compose chaque fois un catalogue d&rsquo;art complet pour Aqualex. Le vernissage de rigueur ajoute une dimension \u00e9v\u00e8nementielle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les murs sont une exp\u00e9rience<\/h2>\n\n\n\n<p>M\u00eame la structure complexe du local s&rsquo;est finalement r\u00e9v\u00e9l\u00e9e \u00eatre un atout pour le concept : pour faire ressortir la puissance des \u0153uvres d&rsquo;art, chacune a besoin de son propre compartiment. Les poutres ont \u00e9t\u00e9 transform\u00e9es en cercles qui donnent \u00e0 l&rsquo;ensemble un mouvement ondulatoire et attirent les visiteurs vers l&rsquo;int\u00e9rieur. \u00ab&nbsp;M\u00eame les murs sont devenus une exp\u00e9rience&nbsp;\u00bb, s&rsquo;amuse Kevin de Caluw\u00e9.<\/p>\n\n\n\n<p>Cela va sans dire, le projet a co\u00fbt\u00e9 cher. Si l&rsquo;investissement initial a \u00e9t\u00e9 important, Aqualex estime que le magasin est plus que rentable. Le concept store s\u2019inscrit dans le budget marketing. \u00ab&nbsp;Il ne s&rsquo;agit pas seulement d&rsquo;un canal de vente, mais aussi d&rsquo;un moyen de faire conna\u00eetre la marque et la cat\u00e9gorie. Nous pr\u00e9sentons un produit relativement nouveau. Mais plut\u00f4t que de le faire froidement, nous passons par l&rsquo;\u00e9motion et l&rsquo;art&nbsp;\u00bb, explique Anna Coucke.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Miser sur la simplicit\u00e9<\/h2>\n\n\n\n<p>Si le potentiel d\u2019expansion est l\u00e0, Aqualex, qui a d\u2019ailleurs \u00e9t\u00e9 \u00e9lue \u00ab&nbsp;Best Managed Company&nbsp;\u00bb par Deloitte cette ann\u00e9e, se veut tr\u00e8s s\u00e9lective. \u00ab&nbsp;Il faut vraiment que ce soit un endroit o\u00f9 l&rsquo;on puisse toucher \u00e0 la fois les amateurs d&rsquo;art et les clients potentiels&nbsp;\u00bb, explique Kevin de Caluw\u00e9, pour qui le commerce de d\u00e9tail est loin d&rsquo;\u00eatre mort, bien que ce soit un ing\u00e9nieur civil reconverti dans le marketing qui parle.<\/p>\n\n\n\n<p>S\u2019il a des conseils \u00e0 donner \u00e0 ces d\u00e9taillants ? \u00ab\u00a0Mon principal conseil est de se concentrer sur l\u2019exp\u00e9rience. Veillez \u00e0 ce que votre boutique offre plus que de simples produits ; cr\u00e9ez une exp\u00e9rience qui marque les esprits. Nous aurions tr\u00e8s bien pu remplir un\u00a0magasin de robinets, mais est-ce que cela aurait attir\u00e9 les passants curieux ? Il est \u00e9galement important d&rsquo;avoir un r\u00e9cit clair et simple, que vos clients peuvent comprendre et retenir. Et ne sous-estimez pas la flexibilit\u00e9 et l\u2019am\u00e9lioration continue.\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le Concept Store d\u2019Aqualex\u00a0\u00e0 Knokke n&rsquo;est pas facile \u00e0 cataloguer, et c&rsquo;est pr\u00e9cis\u00e9ment la raison pour laquelle\u00a0les marques\u00a0peuvent s&rsquo;inspirer de ce non-d\u00e9taillant&#8230;<\/p>\n","protected":false},"author":5,"featured_media":103195,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[29],"tags":[],"people":[],"extra":[],"company":[1520],"topic":[194],"region":[1065],"class_list":["post-103319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maison-deco","company-aqualex","topic-retail-design","region-flandre"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Aqualex : l&#039;avenir du retail r\u00e9side-t-il dans un verre d&#039;eau ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le Concept Store d\u2019Aqualex\u00a0\u00e0 Knokke n&#039;est pas facile \u00e0 cataloguer, et c&#039;est pr\u00e9cis\u00e9ment la raison pour laquelle\u00a0les marques\u00a0peuvent s&#039;inspirer de ce non-d\u00e9taillant...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/maison-deco\/aqualex-lavenir-du-retail-reside-t-il-dans-un-verre-deau\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Aqualex : l&#039;avenir du retail r\u00e9side-t-il dans un verre d&#039;eau ? - RetailDetail BE\" 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