Design Shopping in an old monastery

An extraordinary PR-story

In collaboration with the interior design store As44, the presitigious Italian design brand Cappellini opened its latest (shop-in-)shop in November 2015. The largest in Belgium, no less! As44 not only devoted an entire wing to the Cappellini showroom, as it did for the other design brands in its portfolio, but also threw the unique backdrop of an old monastery into the bargain. The great Giulio Cappellini himself planned a trip to Belgium to declare the new store officially open. Owners Koen and An from As44 asked FAMOUS Relations to take advantage of the occasion to help secure As44’s place as an undisputed reference on the Belgian design scene. Services rendered: story mining & media relations. 

What we did.

Everything about the As44 interior design store lives and breathes a story. And not just one but a whole series. Each of which offers new and different PR opportunities that we meticulously communicated to carefully selected journalists. 

Beginning with the long and extraordinary history of the store location itself. The building dates from the 1800s when it first functioned as a college and later as a monastery. More recently, until just a few years ago, it served as a public library. 200 years after its construction, the building has now been fully renovated into the dream project of interior stylist An Vermeiren and interior architect Koen De Backer: an interior design store where ‘authenticity and modernity’ harmoniously come together.

Which also represents a great entrepreneurial story!   

On top of that, it turns out that An and Koen actually live in their own showroom. Which in turn, opened the doors to interior design pieces published in a range of lifestyle magazines.

And last, but definitely not least and as the icing on the cake, there was a strong story behind the incredibly charismatic Italian designer, Giulio Cappellini, one of the world’s greatest design icons. 

Great launch yesterday! Oud klooster als nieuwe locatie vr grootste Cappellini shop-in-shop https://t.co/K8ULaBy50c https://t.co/uDygjWAy4v

What we got.

Building on the foundations of a series of strong stories, the As44 interior design shop featured in a number of articles by Belgium’s major lifestyle magazines including ELLE, Le Soir Victoire, De Morgen Magazine, Feeling Wonen & Gael Maison, etc. An and Koen’s renovated monestry/showroom even made it to the front page of the weekend edition lifestyle supplement of Belgium’s premier national newspaper De Standaard. 

In so doing, As44 broke through its local boundaries and positioned itself as a reference in the world of interior & design. 

Just a few links...

De Standaard
Het Nieuwsblad
ZNOR
Made in Vlaams-Brabant

Along with articles in Belgium’s major lifestyle magazines including ELLE, Le Soir Victoire, De Morgen Magazine, Feeling Wonen and Gael Maison. An and Koen’s renovated monestry/showroom even made it to the front page of the weekend edition lifestyle supplement of Belgium’s premier national newspaper De Standaard.