Kevin Shoes, a growing Belgian footwear brand, was opening its third and largest store near Ghent—a massive 750 m² industrial space. The goal? Craft a shopping experience that felt personal and engaging despite the store’s large footprint. The design needed to serve multiple customer types, from sneakerheads to premium footwear seekers, all without overwhelming them with visual clutter.

The challenge was to break down the volume of the room while maintaining a unified spatial identity, allowing customers to intuitively understand the layout from the moment they stepped inside.

We divided the space into distinct, immersive zones using lightweight, non-solid materials in a striking Yves Klein blue. The sneaker section became a bold installation of 4,400 textured blue bricks and neon lighting. In contrast, the boutique area for premium women’s shoes was enclosed in a semi-transparent cube made of 2,600 meters of elastic rope, strung between a custom metal framework. Together, these zones deliver a retail experience that’s both visually impactful and intuitively navigable.