INNO takes the next step in its global transformation with the profound make-over of its Nieuwstraat and Louizalaan department stores in Brussels. The restyled shops genuinely bring the department store chain’s new strategy to life. The goal is to position INNO as a premium department store. In the perfumery department, it’s all about luxury, while premium brands are the hallmark of the fashion departments. Additional services turn an afternoon shopping trip into a genuine immersive experience. The shop design and decoration are all about the experience, through diverse worlds. Omnipresent digital screens – in the display window, at the checkout, in the departments, and next to the lifts – guide and inspire shoppers throughout their INNO journey. Split into different worlds, every department has its own ambience and personality, enhanced by lounge areas, plants, and more.
The perfumery department has been transformed into a true luxury perfumery with high-end brands such as DIOR, Chanel, and Guerlain. Another complete makeover is in the works for the end of the year, when brands will dazzle in separate corners – one part exclusive, a Belgian first at INNO. Handbags, shoes, luggage, and wallets departments sprawl throughout an entire floor at INNO Louiza, while they occupy the lion’s share of Nieuwstraat’s huge ground floor. In these departments, the same holds true: many new brands. In the women’s department, every brand has been given a bold new 2023 look. At both INNOs, stepping into the lingerie department is also a breath of fresh air. Not only has the selection expanded to include an even more diverse range of brands, but the department also flourishes due to the cosy lounge areas and a serious lingerie vibe. INNO partner BON will help recharge with a cup of coffee, or enjoy any of the dozens of fresh smoothies, fruit juices, salads, healthy sandwiches, and desserts on the menu. In June, INNO will welcome luxury shoppers from abroad with a brand-new premium feature, as Global Blue will propose a tax refund service that automatically reimburses VAT on Belgian purchases – a Belgian first.