Inno
Street artist DZIA brings colour to INNO
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Street artist DZIA brings colour to INNO
18/02/2022
10:53
From February to May, INNO will be showing its most beautiful colours. Because for its spring campaign and store design, the department store chain is teaming up with street artist DZIA. It’s not exactly a new tradition, after all, the brand was already issuing posters by Belgian artists decades ago. But now it’s time for street art: a trendy eye-catcher in collaboration with advertising agency DDB.
Why DZIA for INNO?
Elly Zwinnen, merchandise & marketing director at INNO: “Our choice for a Belgian artist is a tradition that we’re picking up again. Years ago, INNO worked together with Hergé, Willy Vandersteen, Philippe Geluck and François Schuiten.”
“With DZIA's urban art, we want to appeal to a younger audience. Our baseline has recently become 'for you'. And by that we truly mean 'everyone'. Not only our familiar customers, but really every generation should feel at home at INNO.”
Established value
The INNO project is not a first-time gig for DZIA. The Antwerp resident has already worked with brands such as Eastpak and Converse and is a highly sought-after artist at home and abroad. With more than 32,000 followers on Instagram, he has earned his stripes.
Why is he excited about this collab? DZIA: “INNO and I: we have something in common. My murals really become part of the city. And they’re accessible, just like the INNO stores in all the major cities in the country. Of course, INNO is a fixture in the urban landscape: anyone can drop in there at any time.”
Colourful days
Exuberantly hued flowers, ferns, fluttering insects… With DZIA’s colourful campaign, spring is most definitely in the air. Kwint De Meyer, creative director of DDB: “Not only the campaign, but also the mural and the shop windows immediately catch the eye.”
“DZIA's designs are organic: they project colour, freedom, spontaneity… And that's exactly what are people craving now, more than ever. The INNO spring collection with colourful outfits, captivating perfumes and fresh lingerie sets, offers a perfect answer.”
From February 18 to May 4, you can view DZIA's colourful mural for yourself on Koolstraat/Rue au Chou in Brussels, where he has literally brought colour to INNO.
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About Axcent of Scandinavia Ayad Al-Saffar has a long career in retail and branding. In early 2000, he acquired from the H&M family the retail chain Ur & Penn, which was founded in 1943 by the late Erling Persson (who later founded H&M). Ur & Penn is still owned by the Al-Saffar family. In mid-2000, Ayad Al-Saffar acquired the still very successful Dutch retail chain Lucardi, that also has stores in Belgium, and later the Dutch department store chain Kijkshop. In 2022, Ayad Al-Saffar, together with partners, acquired the Swedish department store chain Åhléns, which is celebrating its 125th anniversary this year. He is vastly experienced in turning around and expanding retail chains and has, in every acquisition, turned red numbers into black in record time. Åhléns has 48 department stores in Sweden and made profit in the last financial year for the first time in a decade. Åhléns opened one new department store in June and will open two more this year.
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