We’ve been telling you about it for several months: the summer of 2025 marked a turning point at JOA. Since the end of August, we’ve been delighted to welcome you to our brand-new design showroom, a space designed down to the smallest detail to reflect the very essence of our creativity.
In the heart of the Châtelain district in Brussels, we found the perfect setting. This vibrant, inspiring, and light-filled location allowed us to completely rethink the space to create a showroom that truly matches our ambitions. Our entire team came together to imagine an immersive environment capable of instantly drawing you into the JOA universe.
In this article, we reveal the behind-the-scenes of its creation, its unique features, and the experience it offers.
Imagining our design showroom: our approach
As with every one of our projects, the early reflection phase was essential. For several weeks, our interior designers studied the overall layout while taking into account the specific requirements of our work: smooth circulation, the integration of pieces with atypical shapes, and the technical nuances of our bespoke approach.
The space is organized around several complementary zones.
The first, a true gateway to our expertise, is dedicated to our technical subtleties. In our design showroom, you’ll discover a cabinet featuring our emblematic hardware, mechanisms and structures.
It is a sensory area where materials, textures, and finishes come together. Here, you can test different handle grips, feel the various wood species, observe our assemblies, and explore all the possibilities available to you when developing a project.
From detail to staging: Our signature pieces
In the second zone, we shift from micro to macro: this is where our bespoke furniture and signature styles take center stage.
Our kitchen, one of our flagship models, naturally occupies the heart of the space. It illustrates the impact a piece of furniture can have on circulation, the structure of an interior, and the atmosphere of a room. Here, you’ll find our aesthetic hallmarks: curved drawers, an arched pantry door… true icons that we invite you to discover. Book your appointment here.
On the opposite side, a large curved bookcase wraps around the corner. Contrasted by brown-black U-shaped uprights and crafted with our finest materials, it conveys a sense of lightness thanks to its suspended structure and the different support systems we develop.
Two styles meet in this design showroom:
- On one side, the Pô style, ideal for kitchens and larger, more voluminous compositions.
- On the other, the Curve style, more lightweight and airy—perfect for bookcases, sideboards, or benches.
Two distinct styles, yet perfectly complementary when combined.
An Intimate and warm atmosphere
From the moment you step in, we wanted you to feel the JOA universe. The white walls have given way to a more intimate, warm, and confident ambiance. Colors, textures, and materials were carefully selected in collaboration with interior designer Dominique Gringoire.
The warm green tones adorning the walls evoke our natural inspirations, just like the large illuminated landscape photographs that punctuate the space. A subtle nod to our desire to stay as close as possible to the codes of nature.
At the center, a sculpture immediately draws the eye: a stylized tree made of powder-coated steel. Symbolizing our inspirations and identity, it represents the delicate balance between wood and steel, lightness and robustness, a true manifesto of our technical and aesthetic approach. As you move around it, you discover more and more facets that intrigue: How was it designed? How is it fixed in place? Is it brass? We invite you to explore it and conduct your own investigation.
The entire showroom functions like an ecosystem: interlocking shapes, furniture, photographs, rugs, volumes… Everything interacts with the architecture of the space to create an overall harmony where every detail matters.
A design showroom created to welcome you
Beyond being a demonstration space, our showroom was conceived above all as a place for connection.
Meeting one of our designers remains an essential part of your first visit. Human interaction is at the heart of our approach: it allows us to understand your desires, habits, and the way you inhabit a space. We always prioritize scheduling appointments in advance to ensure a relaxed and meaningful exchange.
This is why a dedicated office area has been arranged in a quieter part of the showroom. It’s a space designed for conversation, where we can take the time to listen to your ideas, present creative avenues, and bring your most ambitious projects to life.
To conclude
This design showroom means a great deal to us. It is the result of months of research, development, and passion. It is a place of inspiration and sharing, designed to help you understand our approach, appreciate our techniques, and experience our creations.
In addition to showcasing our made-to-measure furniture, we’ve made a point of showing you everything that makes JOA a unique experience. You’ll have the opportunity to discover our materials, our shapes, the hardware we’ve also developed to measure, as well as all our inspirations for the creation of your made-to-measure furnishings.
As you can see, this new design showroom is an experience in its own right, which we invite you to discover from Wednesday to Saturday, 10am to 6pm, with the attentive ear of our designers.
Some things need to be experienced to be fully understood.
So… will you be the next to walk through our doors? See you at Rue Washington 145 in Ixelles for the rest of the adventure.