Next-gen retail with VML and Telenet

On 29 April 2026, the Telenet store on the Meir in Antwerp reopened its doors. Unusually, VML, the creative communications agency, developed both the retail concept and the interior design. More remarkably, the starting point was Telenet’s brand promise, rather than from sales targets or floor space.
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​By doing this, VML is helping Telenet extend its strengths beyond traditional communication channels by connecting the full customer experience to the brand's promise. After all, when a brand makes a promise, customers should be able to see and feel it everywhere.

A promise kept, even in-store!

Just a few weeks ago, Telenet launched a completely renewed offering. Customers can now build their own combination of internet, mobile, and TV & entertainment services. Tailored to their needs and pace, but always with smart guidance.

That guidance already exists through digital channels and, thanks to VML, is now also felt in-store. The agency first asks what customers expect when they walk through the door, and responds to that. Only then does it begin designing the interior, which, for many other partners, is usually the starting point.

"A connected brand lets you feel the brand promise throughout the entire customer experience. We extended that into every space and every conversation.”
​Denis Ghys, Chief Transformation Officer at VML

A combination of digital and human language

An increasing number of customers now manage everything digitally. So it makes sense for Telenet to invest in this area and make digital experiences more intuitive and personal. However, for VML and Telenet, the new in-store experience is not intended as a backup for people who struggle with digital tools. Quite the opposite, in fact.

Sometimes, people simply want a real conversation. This could be to optimise their home set-up, find their ideal smartphone, or quickly check which combination best suits their usage. In these situations, customers consciously transition from digital to retail, guided by Telenet. Afterwards, it's back to digital first.

"Our renewed stores deliver exactly what we promise customers: a tailored experience."
​Tom Guetens, Head of Retail Marketing at Telenet

Full rollout for Telenet and BASE

Another unusual feature of the new retail concept is that BASE and Telenet now operate from the same location. VML sought — and found — the right balance between uniting the two brands while preserving their distinct identities. Telenet's focus is on calm and quality, while BASE's is on an urban lifestyle.

Remarkably, the Antwerp flagship store reopened in the new concept just weeks after the launch of the new Telenet. Projects like this often take months. Behind the scenes, however, VML had already spent quite some time working on two pilot stores in Jette and Sint-Niklaas. After extensive testing, learning and refining, all the insights gained have now been brought together in Antwerp.

Over the coming months, the modular and scalable concept will continue to be rolled out across both small and large stores. Curious? Come and experience it for yourself in Jette, Sint-Niklaas and Antwerp.

CREDITS

Client: Telenet
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​Client Contact: Tom Guetens, Ann Morel, Sami Rafrafi, Kain Dekoninck, Elisabeth Verhaeghe
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​Agency: VML Belgium
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​Retail Strategy: Denis Ghys, Johan Van Mol, Jurgen Tanghe
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​Account team: Valérie Rosiers, Anouk Nulens, Mieke Moortgat
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​Interior Design & Communications: Guillaume Van Moerkercke, Timothy Helmer, Katrien Muller, Jan-Bart Debruyne, Theo Hagtingius, Sofie Verschaeren ​
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​Copywriter: Jelle Raats
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​Production: HHG
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​Building partners: Vinci, Studio Wick