Turning a house into a destination

Graanmarkt 13 , Antwerp

Graanmarkt 13 is a concept store, restaurant, gallery, and apartment; all under one roof. We were asked to create a visual identity that could present Graanmarkt 13 as a destination with a story; a haven for people in search of things with soul and meaning.

Graanmarkt 13
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The story of Graanmarkt 13 is a special one. Tim & Ilse conceived the project guided by the belief that there should be a place for the good things in life. My must-sees when visiting? The housewares selection and the family four-footer, George.

Graanmarkt 13
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For Graanmarkt 13, we ran with the idea of “anti-branding.” It doesn’t have one fixed logo, but rather a tone-of-voice and a story, and always with Graanmarkt 13 as the signature. The identity evolves with the personalities that surround it.

Graanmarkt 13
Graanmarkt 13
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It’s a place where everything is for sale except the hangtags, which gives each object its own voice. One of my favourite anecdotes is when Ilse & Tim told us that the phrases have become collectibles among fans of the house.

Graanmarkt 13
Graanmarkt 13
Graanmarkt 13
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Graanmarkt 13 owes its success also to the great cast of artists Tim & Ilse work with. Whether it’s the art direction of Bob Verhelst, the architecture of Vincent Van Duysen, or the delicious surprises of chef Seppe Nobels, their skills & know-how give Graanmarkt 13 that special touch.

Graanmarkt 13
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In 2014, Gault & Millau selected Graanmarkt 13 as the best vegetable dish chefs in Flanders.

Graanmarkt 13
Graanmarkt 13
Graanmarkt 13
Graanmarkt 13
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Eager to reach a larger audience, we launched a new website in 2013 in collaboration with TenTwelve. Besides being a tool for practical information and reservations, the website and blog have become a virtual platform where all stories from the house come together, curated and documented by Bart & Magali from CoffeeKlatch. You can read all the stories here.

Photos by Coffeeklatch and Frederik Vercruysse.

Graanmarkt 13
Graanmarkt 13
Graanmarkt 13
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Recently, Ilse & Tim created a second destination called ‘Komedieplaats 5’, specialising in shoes and accessories. If you’re in the area, be sure to drop by and ask for one of their personal city guides to Antwerp. And say hi to Tim & Ilse for me.

Graanmarkt 13
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