Nowadays, the notion of a 'concept store' is often used in a derivative manner. Late 90's, when the first concept stores emerged, the general idea was to tailor a store into a more overall lifestyle oriented approach with all kinds of different items that could relate closely to one specific brand, (fashion) designer or lifestyle attitude. Hence was born, the concept store. One of the first concept stores was '10 Corso Como' in Milan (Italy) followed by 'Colette' in Paris and 'Quartier' in Berlin.
When Stijn Helsen opened the Stijn Helsen Concept Store, his goal was to revamp the notion of a 'concept store', to redeem it as it was meant to be. Stijn Helsen: "I wanted to revive the original notion of a concept store as an extension of the designer's universe. When looking at the Stijn Helsen Concept Store, it's all there: made-to-measure suits, ready-to-wear dresses, accessories, fragrances, books, design objects, art, ... It's a blueprint of my world as a designer, of the things that i love.
Throughout the Stijn Helsen Concept Store people not only get to know the fashion designer Stijn Helsen but also the universe in which the (fashion) designer resides. "The common denominator is beauty as in beautiful dresses, gorgeous suits, awesome objects, dazzling art, ...: all according to my very own standards", says Stijn Helsen. "As a designer I don't want to sound presumptuous, after all beauty is in the eye of the beholder. However, with the Stijn Helsen Concept Store i want to take it a step further and show the true colors of myself as an all-round designer. I hope that people experience numerous awe-inspiring moments when sauntering through the concept store. Being a designer is in my DNA, i get up with it in the morning, i go to sleep with it. With the Stijn Helsen Concept Store I want to share that unremitting urge for creativity and beauty.