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‘Think outside the box’

'Think outside the box'

Meeting with Aude and Jonathan of Dreammmbig agency.

Aude - NATIONA(A)L ARTIST SUPERMARKET
Jonathan - NATIONA(A)L ARTIST SUPERMARKET

Meeting with Aude and Jonathan of Dreammmbig agency.

From December 16 to 21, the second edition of NATIONA(A)L will take place in the form of Artist Supermarket. Located right in the heart of Brussels, in compliance with the government measures in force.

We asked Aude and Jonathan, our team of Retail Interior & Graphic Designers from Dreammm Big! collective to tell us about their contribution in optimizing the customer journey for the NATIONA(A)L Artist Supermarket (at the event but also online).

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Hello Aude and Jonathan, can you introduce yourself and explain who you are and what your job is?

Aude: We are Dreammm Big! a collective of designers. We are both the co-founders; Jo is a graphic designer and works in branding. I call myself as a retail designer, however, in Belgium this term isn't so well known. As a retail designer I work on more than just interior design; I also think about the commercial strategy.

« I also have a profound understanding of the Customer Buying Process. This means I can recommend valuable solutions to the exhibitors. »

We created this collective of designers so our clients could benefit from a broader field of expertise. Before this, I was working as a retail designer for myself and so did Jo as a graphic designer. When we met, we realized that we shared the same vision on design quality as well as the desire to provide a better and wider skillset to our customers. For every project, we build a different team based on the client's unique needs.

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You have been recruited by the NATIONA(A)L Artist Supermarket, can you explain your mission for the second edition? What do you want to achieve?

Aude:
So, when NATIONA(A)L asked us to work on this project, their expectation was to improve the exhibitor’s way to sell their work or art. So, we use NATIONA(A)L’s existing furniture, but we upgrade them.

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« We improved the solutions for the different categories. It was also expected to optimize the customer flow and we have particularly expertise in commercial strategies. »

I used to work for Ikea for three years as head of communication and interior design. I was responsible for the commercial strategy of the store, so I bring this added value to the NATIONA(A)L fair and also to optimize the customer flow layout.

Jonathan:
For the graphic design, the goal was to make NATIONA(A)L's brand identity more dynamic, while preserving the same look & feel as the previous brand design concept for the customers. We kept certain elements but brought more dynamism, especially because NATIONA(A)L supermarket is not only about visual art, but also focuses on different artistic fields such as music, cinema, deisgn, fashion etc.

If you look back at your previous projects, do you have a significative success experience of a collaboration you want to share?

Aude:
A project that I am very proud of, is a project I did for Leonidas. It was an improvement of the previous concept they already had. It was important for them to preserve the same target audience, so we had to come up with an improved design that still targeted the same audience.

« And what was important for me was that the sales would be improved with my ideas, and that was exactly the case here. »

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While I was working in Paris, I worked on product launches for luxury brands Nina Ricci and Lancôme, where I learned that a product's perception of quality is very important for its valorisation.

Jonathan:
I have worked for many different music and visual art events. A very well-known one is Paradise in Nantes. It's held every year with a different graphic design and typography. The flyers are printed out in plastic, and because the festival is so well-known, people started to collect and save the flyers. In 2015, our work was even featured in an international graphic design book.

How will your work improve the customer experience on the store and lead to better sales for the stallholders?

Aude:
As you walk through the exhibition, you will find some hotspots. I created a kind of hook in the customer flow, so you'll find the premium products in the hot spot area’s, which guarantees the best visibility for exhibitors.

« I differentiate every area with a different color to make categories even more understandable for the customer and facilitate the buying process. »

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We use very simple furniture because the stallholders' products need to be highlighted rather than the furniture.

And what about the user experience for the E-Marketplace?

Jonathan:
It is important for every exhibitor to have their own page on the online marketplace with a description of their work, some pictures of their products and a link to their social media accounts and website.

To wrap things up, can you give our future exhibitors some tips, with all the experience you've had, on how to present their products at the fair?

Aude:
I would say less is more. When you display a product, it should really show high quality merchandising. Quality perception of the product depends of the merchandise's set up, which means the product will be perceived as less qualitative if the display is not really qualitative. Therefore, I'd really recommend to put some time & consideration into this.

Secondly, I would recommend to show the product's unique attributes through storytelling, about the product or about the brand. Especially because visitors who come to NATIONA(A)L expect to see something different. They are not just going to a supermarket to buy some cups, they are truly interested in artefacts. I think it’s a good thing for the exhibitors to show their uniqueness. Don’t hesitate to be creative! Think outside the box.

The call for applications is open until November 10.

Don't miss the opportunity to be part of an exceptional ephemeral artist supermarket in the heart of Brussels and an innovative E-Marketplace right before Christmas!

NB: This year, the NATIONA(A)L Artist Supermarket is adapting to the current circumstances related to the coronavirus. In order to offer a complete event adapted to the situation, our team is working on an E-Marketplace as well as an online meeting platform offering innovative solutions to overcome attendance restrictions. You will find out more in our next newsletter. Stay tuned 😉

More information on www.nationalstore.be

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11.00-12.00   Under The Reefs Orchestra (Live-concert for the Eurosonic festival & interview via Zoom) Stéphanie Maton (The Friendly Monster) : Meet the artist & the collection. Interview with NATIONA(A)L Olivia Hernaiz. Learn how to play at 'Art & My Career' via Zoom
14.00-15.00 Under The Reefs Orchestra (Live-concert for the Eurosonic festival & interview via Zoom) Georgina Sangines. Meet the artist & discover her collection & christmas sales via Zoom Georgina Sangines. Meet the artist : Discover her collection & Christmas sales via Zoom.
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  DEC
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16.00-17.00 Véronique van der Wielen, « Eye to eye » via ZOOM - Have your portrait taken!
18.00-19.00 Cherry Bandits (IG Live) : Meet the artist. Interview with NATIONA(A)L's founder Adeline d'Ursel
  DEC
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11.00-12.00 Stéphanie Maton (The Friendly Monster) : Meet the artist & the collection. Interview with NATIONA(A)L
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18.00-19.00 Georgina Sangines (IG Live) : Meet the artist. Interview with Manuela Dilen (NATIONA(A)L)
  DEC
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11.00-12.00 Olivia Hernaiz. Learn how to play at 'Art & My Career' via Zoom
14.00-15.00 Georgina Sangines. Meet the artist & discover her collection & christmas sales via Zoom
16.00-17.00 Tenue de ville (IG Live) : by Pauline. Meet our artists. Interview by Pauline Omnes (NATIONA(A)L)
18.00-19.00 Véronique van der Wielen, « Eye to eye » via ZOOM - Have your portrait taken!
  DEC
20
11.00-12.00  
14.00-15.00 Georgina Sangines. Meet the artist : Discover her collection & Christmas sales via Zoom.
16.00-17.00 Véronique van der Wielen, « Eye to eye » via ZOOM - Have your portrait taken!
18.00-19.00 Philippine d'Otreppe (IG Live) : Meet the artist. Interview with NATIONA(A)L's founder Adeline d'Ursel
  DEC
21
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16.00-17.00 Véronique van der Wielen, « Eye to eye » via ZOOM - Have your portrait taken!
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11.00-12.00   Under The Reefs Orchestra (Live-concert pour le Eurosonic festival & interview via Zoom) Stéphanie Maton (The Friendly Monster) : Rencontre avec l'artiste et sa collection. Interview avec NATIONA(A)L Olivia Hernaiz. Apprenez à jouer au jeu de société 'Art & My Career' via Zoom avec la conceptrice
14.00-15.00 Under The Reefs Orchestra (Live-concert pour le Eurosonic festival & interview via Zoom) Georgina Sangines. Rencontrez l'artiste & découvrez sa collections ainsi que ses soldes de Noël via Zoom. Georgina Sangines. Rencontrez l'artiste & découvrez sa collection ainsi que ses soldes de Noël via Zoom
16.00-17.00 Véronique van der Wielen, « Les yeux dans les yeux » via ZOOM - Faites votre portrait ! Véronique van der Wielen, « Les yeux dans les yeux » via ZOOM - Faites votre portrait ! Véronique van der Wielen, « Les yeux dans les yeux » via ZOOM - Faites votre portrait ! Tenue de ville (IG Live) by Pauline. Rencontre avec l'artiste. Interview par Pauline Omnes (NATIONA(A)L) Véronique van der Wielen, « Eye to eye » via ZOOM - Have your portrait taken! Véronique van der Wielen, « Les yeux dans les yeux » via ZOOM - Faites votre portrait !
18.00-19.00 Anémone splash (IG Live) : Rencontre avec l'artiste. Interview par Noémie Benit (NATIONA(A)L) Cherry Bandits (IG Live) : Rencontre avec l'artiste. Interview par la fondatrice du NATIONA(A)L, Adeline d'Ursel Georgina Sangines (IG Live) : Rencontre avec l'artiste. Interview par Manuela Dilen (NATIONA(A)L) Véronique van der Wielen, « Les yeux dans les yeux » via ZOOM - Faites votre portrait ! Philippine d'Otreppe (IG Live) : Rencontre avec l'artiste. Interview avec la fondatrice du NATIONA(A)L, Adeline d'Ursel Olivia Hernaiz : Art & My career (IG Live) : Rencontre avec l'artiste. Interview par Noémie Benit (NATIONA(A)L)
  DEC
16
11.00-12.00  
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16.00-17.00 Véronique van der Wielen, « Les yeux dans les yeux » via ZOOM - Faites votre portrait !
18.00-19.00 Anémone splash (IG Live) : Rencontre avec l'artiste. Interview par Noémie Benit (NATIONA(A)L)
  DEC
17
11.00-12.00 Under The Reefs Orchestra (Live-concert pour le Eurosonic festival & interview via Zoom)
14.00-15.00 Under The Reefs Orchestra (Live-concert pour le Eurosonic festival & interview via Zoom)
16.00-17.00 Véronique van der Wielen, « Les yeux dans les yeux » via ZOOM - Faites votre portrait !
18.00-19.00 Cherry Bandits (IG Live) : Rencontre avec l'artiste. Interview par la fondatrice du NATIONA(A)L, Adeline d'Ursel
  DEC
18
11.00-12.00 Stéphanie Maton (The Friendly Monster) : Rencontre avec l'artiste et sa collection. Interview avec NATIONA(A)L
14.00-15.00
16.00-17.00 Véronique van der Wielen, « Les yeux dans les yeux » via ZOOM - Faites votre portrait !
18.00-19.00 Georgina Sangines (IG Live) : Rencontre avec l'artiste. Interview par Manuela Dilen (NATIONA(A)L)
  DEC
19
11.00-12.00 Olivia Hernaiz. Apprenez à jouer au jeu de société 'Art & My Career' via Zoom avec la conceptrice
14.00-15.00 Georgina Sangines. Rencontrez l'artiste & découvrez sa collections ainsi que ses soldes de Noël via Zoom.
16.00-17.00 Tenue de ville (IG Live) by Pauline. Rencontre avec l'artiste. Interview par Pauline Omnes (NATIONA(A)L)
18.00-19.00 Véronique van der Wielen, « Les yeux dans les yeux » via ZOOM - Faites votre portrait !
  DEC
20
11.00-12.00  
14.00-15.00 Georgina Sangines. Rencontrez l'artiste & découvrez sa collection ainsi que ses soldes de Noël via Zoom
16.00-17.00 Véronique van der Wielen, « Eye to eye » via ZOOM - Have your portrait taken!
18.00-19.00 Philippine d'Otreppe (IG Live) : Rencontre avec l'artiste. Interview avec la fondatrice du NATIONA(A)L, Adeline d'Ursel
  DEC
21
11.00-12.00  
14.00-15.00  
16.00-17.00 Véronique van der Wielen, « Les yeux dans les yeux » via ZOOM - Faites votre portrait !
18.00-19.00 Olivia Hernaiz : Art & My career (IG Live) : Rencontre avec l'artiste. Interview par Noémie Benit (NATIONA(A)L)
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16.12.2020 17.12.2020 18.12.2020 19.12.2020 20.12.2020 21.12.2020
11.00-12.00   Under The Reefs Orchestra (Live-concert voor Eurosonic festival & interview via Zoom) Stéphanie Maton (The Friendly Monster) : Ontmoet de artiest & ontdek haar collectie. Interview met NATIONA(A)L Olivia Hernaiz. Leer hoe aan 'Art & My Career' te spelen via Zoom met de conceptrice.
14.00-15.00 Under The Reefs Orchestra (Live-concert voor Eurosonic festival & interview via Zoom) Georgina Sangines. Ontmoet de artiest & ontdek haar collectie en haar Kerstmis solden via Zoom Georgina Sangines. Ontmoet de artiest & ontdek haar collectie en haar Kerstmis solden via Zoom
16.00-17.00 Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret! Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret! Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret! Tenue de ville (IG Live) : Ontmoet de artiest. Interview door Pauline Omnes (NATIONA(A)L) Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret! Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret!
18.00-19.00 Anémone splash (IG Live) : Ontmoet de artiest. Interview door Noémie Benit (NATIONA(A)L) Cherry Bandits (IG Live) : Ontmoet de artiest. Interview door de oprichtster van NATIONA(A)L, Adeline d'Ursel Georgina Sangines (IG Live) : Ontmoet de artiest. Interview door Manuela Dilen (NATIONA(A)L) Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret! Philippine d'Otreppe (IG Live): Ontmoet de artiest: Interview door de oprichtster van NATIONA(A)L, Adeline d'Ursel Olivia Hernaiz : Art & My career (IG Live) : Ontmoet de artiest. Interview door Noémie Benit (NATIONA(A)L)
  DEC
16
11.00-12.00  
14.00-15.00  
16.00-17.00 Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret!
18.00-19.00 Anémone splash (IG Live) : Ontmoet de artiest. Interview door Noémie Benit (NATIONA(A)L)
  DEC
17
11.00-12.00 Under The Reefs Orchestra (Live-concert voor Eurosonic festival & interview via Zoom)
14.00-15.00 Under The Reefs Orchestra (Live-concert voor Eurosonic festival & interview via Zoom)
16.00-17.00 Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret!
18.00-19.00 Cherry Bandits (IG Live) : Ontmoet de artiest. Interview door de oprichtster van NATIONA(A)L, Adeline d'Ursel
  DEC
18
11.00-12.00 Stéphanie Maton (The Friendly Monster) : Ontmoet de artiest & ontdek haar collectie. Interview met NATIONA(A)L
14.00-15.00
16.00-17.00 Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret!
18.00-19.00 Georgina Sangines (IG Live) : Ontmoet de artiest. Interview door Manuela Dilen (NATIONA(A)L)
  DEC
19
11.00-12.00 Olivia Hernaiz. Leer hoe aan 'Art & My Career' te spelen via Zoom met de conceptrice.
14.00-15.00 Georgina Sangines. Ontmoet de artiest & ontdek haar collectie en haar Kerstmis solden via Zoom
16.00-17.00 Tenue de ville (IG Live) : Ontmoet de artiest. Interview door Pauline Omnes (NATIONA(A)L)
18.00-19.00 Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret!
  DEC
20
11.00-12.00  
14.00-15.00 Georgina Sangines. Ontmoet de artiest & ontdek haar collectie en haar Kerstmis solden via Zoom
16.00-17.00 Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret!
18.00-19.00 Philippine d'Otreppe (IG Live): Ontmoet de artiest: Interview door de oprichtster van NATIONA(A)L, Adeline d'Ursel
  DEC
21
11.00-12.00  
14.00-15.00  
16.00-17.00 Véronique van der Wielen, « Oog in oog » via ZOOM - Maak je portret!
18.00-19.00 Olivia Hernaiz : Art & My career (IG Live) : Ontmoet de artiest. Interview door Noémie Benit (NATIONA(A)L)