Leolux Experience Center by i29 Interior Architects: A Dynamic Showroom Redefining Retail Experience in Amsterdam

The Leolux Experience Center, designed by i29 interior architects, introduces a new paradigm in experiential retail design. Located in Amsterdam, this 3,500 m² showroom transforms the traditional furniture display into an immersive spatial journey where architecture, materials, and user interaction converge.

Experiential Retail Design Concept

At the core of the project is a carefully curated balance between openness and intimacy. The design strategy focuses on creating a sequence of spatial experiences, allowing visitors to move fluidly between expansive areas and more enclosed, personal zones. This approach enhances customer engagement while reinforcing the brand’s identity through spatial storytelling.

From the entrance, the visual axis extends across the full depth of the building, creating a sense of curiosity and anticipation. This uninterrupted perspective invites visitors to explore deeper into the showroom, aligning with contemporary retail architecture trends that prioritize movement, discovery, and emotional connection.

Spatial Organization and Mezzanine Strategy

A defining architectural feature of the experience center is the introduction of a mezzanine level within the 12-meter-high volume. This intervention breaks down the scale of the large interior while simultaneously adding layers of spatial complexity.

The mezzanine functions as a semi-private zone where customers can personalize their selections, choosing furniture models, materials, and colors. Overlooking the main showroom, it maintains a visual connection to the larger space while fostering a more focused and intimate decision-making environment.

Sculptural Elements and Material Expression

The project integrates key sculptural elements that reinforce both functionality and brand narrative. A prominent wooden staircase connects the ground and mezzanine levels, doubling as a grandstand for events. This multifunctional design element highlights flexibility within commercial interiors, making the space adaptable for gatherings, presentations, and community engagement.

Complementing this feature is a large tree installation in the reception area, emphasizing the importance of natural materials in Leolux’s product philosophy. Together, these elements establish a strong dialogue between nature, craftsmanship, and contemporary design.

The inclusion of a custom artwork by Thomas Trum further enhances the spatial identity, adding a layer of artistic expression that elevates the showroom beyond a conventional retail environment.

Flexible Display Systems and Customer-Centric Layout

Custom-designed furniture pieces serve a dual purpose within the showroom. Acting as both display systems and spatial dividers, these elements organize the interior without disrupting visual continuity. This flexible layout allows for multiple configurations, supporting an evolving retail strategy that adapts to different collections and customer needs.

By surrounding visitors with a rich palette of materials, textures, and colors, the design creates a tactile and immersive shopping experience. This approach aligns with modern interior architecture principles, where sensory engagement plays a crucial role in influencing user behavior and enhancing brand perception.

Redefining Contemporary Showroom Architecture

The Leolux Experience Center exemplifies how experience-driven retail design, sustainable material integration, and adaptive spatial planning can redefine showroom environments. Through its innovative use of volume, materiality, and multifunctional elements, the project establishes a new benchmark for furniture retail spaces.

By merging architecture, art, and product display into a cohesive narrative, i29 interior architects have created a showroom that is not only functional but also emotionally engaging, transforming the act of shopping into a curated spatial experience.

All photographs are works of  Ewout Huibers