Flagship store State of Art - DOBIT

Digital signage underscores roots

State of Art showcases authentic shop concept

Antwerp has welcomed a striking new addition! Located on the bustling Huidevettersstraat, the menswear brand State of Art proudly unveils its stunning flagship store, a true reflection of its roots. The shop is filled with subtle nods to the brand's rich heritage, while digital signage enhances and reinforces State of Art's distinctive identity.

Authentic shop concept

Craftsmanship and iconic design

State of Art was officially founded in 1987 by Albert Westerman Sr., but its roots reach much further back. In 1936, Westerman Sr. and his sister launched a knitting factory specialising in baby clothes. Between 1936 and 1980, the factory produced more than 40 million baby garments. As demand for baby clothing began to decline in the 1970s, Westerman Sr. shifted his focus to knitwear for men and women, paving the way for the birth of State of Art a few years later.

 

“The new flagship store perfectly illustrates how innovation and honouring our heritage can go hand in hand”, said Kristof Baeten, Chief Sales Officer of State of Art. “It features numerous references to our rich history, such as vintage knitting machines, as well as nods to Porsches – a lifelong passion of Westerman Sr. since his childhood.

Roots in the spotlight

The interior refers to the roots

With the help of design studio Wave of Engagement, State of Art translated its rich history into a new and authentic shop concept. “Together with Wave of Engagement, we embarked on a branding exercise that revealed something truly unique about us. We’ve grown from being an Eastern Dutch family business into an international business family with branches in Germany, the UK, and Scandinavia. Yet, our core remains unchanged: we are professionals at heart, deeply passionate about textiles and each other.” 

 

Two standout design features of the shop are the striking pendant lighting and the rich blue checkout furniture. “These specially designed lights mimic the flowing structure of yarn, reminiscent of the loom of knitting machines”, explains Judith Hoefkens, Creative Director of Wave of Engagement. “The checkout furniture, on the other hand, showcases the iconic paint and linework of a Porsche, paying tribute to our founder, Albert Westerman Sr.”

Dynamic communication and in-store webshop

Technology woven into the concept

Digital technology is an integral part of the new shop concept. To integrate the digital technology, State of Art called on DOBIT. “Strolling through shopping streets today, it’s clear that moving images in shop windows have a powerful way of capturing attention. That’s why incorporating a screen in our shop window was a key element in our new concept. We aim to inspire and engage our visitors inside the shop, as well. We use digital signage to highlight special incentives and calls to action, while also offering a behind-the-scenes glimpse into our world. It’s not just about the finished product but the entire journey. What inspires our designers and the craftsmanship that brings their vision to life.

 

An interactive kiosk enhances the fitting room experience. “Here, customers can check in-store stock, order out-of-stock items, and arrange for delivery with the shop assistants.”

The feedback on the new shop design has been very positive. The next shop we open according to this updated design will be located in the Netherlands. In total, we will screen all our 45 stores and see which ones we wish to optimise further. 

Kristof Baeten

Chief Sales Officer at State of Art
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