Situated in a 750-sq-m space in Ghent, the challenge for KevinShoes’ new multi-brand footwear store lied within the size of the space. An industrial venue this vast can easily feel overwhelming and cold. It was key to transform it into a welcoming environment in which different customers could feel serviced to in a personal and tailored way. The size of the store turned out to be the challenge as well as the solution. The strategy was simple, yet effective: divide, colour bomb and conquer. The substantial retail space is divided into several highly tailored footwear zones, yet they are tied together by a vivid Yves Klein blue colour scheme. Non-solid materials are used to mark each zone, but still maintain an airy, yet cohesive atmosphere throughout the space. The bricks, ropes and frames each add a distinctive feel to their zone, but don’t prevent customers from grasping the feeling of freedom and opportunity upon entering the store. It allows them to read the entire room in a flash, but still feel cared for and catered to once they enter a tailored zone. Each of the dedicated zones offers a slightly different shopping experience. The sneaker section is an installation made up out of 4400 blue bricks. Street vibe and neon lights included. The boutique area displaying premium woman’s footwear feels a bit more intimate. It’s a secluded cube shaped by a semitransparent wall of elastic ropes. 2600 m of lines are strung between a metal framework. The kids areas are kids sized. Meaning: not reaching higher up than the actual height of child, making up for two more playful, treasured zones. They are encircled by the outer lanes of the remaining women’s and men’s shoes.