The organisation behind Antwerp Design Week (ADW) truly stands firm. The edition held last week garnered widespread acclaim. This praise came not only from exhibitors but especially from visitors. The blend of exploring businesses and the vibrant city of Antwerp proved to be a winning combination. However, all these accolades do not make chairman Geert-Jan Van Cauwelaert get ahead of himself. Because, as he reasons, there is always room for improvement. This week, after a thorough evaluation, the ADW board is already focusing on the 2025 edition. "We have so many more plans!" he exclaims enthusiastically.
Chairman Van Cauwelaert poses in front of the map displaying all ADW participants.
Even before ADW started, 2000 visitors had already registered. Many of the 54 exhibitors (spread across about 30 locations) showcased innovations, elevating the event to a new level. Additionally, many companies served as hosts for other businesses. For instance, XLBoom was the home base for Aquanova, Gardeco, Marie's Corner, Mon Dada, and Vincent Sheppard.
"It's wonderful that we can foster cross-pollination right in our own house. The fact that visitors can calmly explore six companies at the same time here is attractive," says Van Cauwelaert on the fifth day of the six-day event. "In a relaxed atmosphere, they can engage in conversation with customers over some food and drink, who also see the value of such a visit. They can see how we operate and what we produce. This isn't possible at trade shows. We feel more like ambassadors than salespeople. ADW attracts quality buyers. We're looking to evolve further in the near future, will soon engage in discussions with the government, and also with designers from Ukraine - just to name a few."
Geert-Jan Van Cauwelaert (2nd from left) next to Mayor Bart De Wever and Belgian designers Sophie Peelman and Frederik Delbart, who created an exhibition with all participating brands in The Club.
"The purpose of this event is to put Flanders in the spotlight. Proportionally, we attracted more foreigners than Belgians," continues Geert-Jan. "They came from countries like the Netherlands, France, Germany, Italy, Switzerland, etc. From Ireland, we welcomed a prestigious company. We also had the pleasure of hosting a prominent retail group from Poland. The design week thus features many great brands that are willing to invest in customers by inviting them and even offering accommodation. Antwerp has always been a tolerant city, offering much to its visitors," he knows from personal experience.
Slow Design
One of the visitors made a poignant remark: "You create a monster, but you don't know yet," he told Geert-Jan. "Quality is the benchmark for us. We aim high. We've noticed that people are searching for slow design."
This approach emphasises not only the end product but also the mindset, the social aspect, and the sustainability of the design. By focusing on how something is made and the origins of the materials used, Slow Design creates designs that add value to both the environment and the user. "It's not possible to explain the entire process at a trade show. There, you often see too much," Geert-Jan knows from experience, without wanting to detract from trade shows, as they certainly have their value.
With XLBoom, he also participates in numerous international events. "Paris, Milan, and Copenhagen are important fairs; we are somewhere in the middle with ADW. I hope we can secure and maintain our place. If we can keep the quality of the brands up, growth will come naturally. For next year's edition, we aim to have even more brands per location. We, the board, set up the organisation; it's up to the participants to invite customers," says Geert-Jan, who always 'tests' his new ideas with his wife Ann De Cock, his partner at XLBoom. "She's always there for me," he wants to add.
Visitors were pampered; they were well looked after.
More information:
Antwerp Design Week
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www.adw.life