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.
We found the ideal setting in the heart of Brussels’ Châtelain district. This lively, inspiring and luminous location enabled us to completely rethink the space to create a showroom worthy of our ambitions. Our entire team was mobilized to imagine an immersive space, capable of immediately immersing you in the JOA universe.
In this article, we take you behind the scenes of its design, its specific features and the unique experience it offers.
Imagining and designing a showroom: our approach
As with each of our projects, upstream thinking was decisive. Over a period of several weeks, our interior designers studied the overall layout, while taking into account the imperatives specific to our business: the fluidity of circulation, the integration of rooms with atypical shapes, and the technical specifics of our made-to-measure 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’s a sensory zone where materials, textures and finishes meet. Here you can try out different handle grips, feel the wood species, observe our assemblies and assimilate all the possibilities available to you during a project.
From detail to setting the scene: our iconic pieces of furniture
In the second zone, we move from the micro to the macro: making way for our bespoke furniture and signature styles.
Our flagship kitchen naturally occupies the center of the space. It illustrates the impact of a piece of furniture on circulation, the structuring of an interior and the ambiance of a room. The curved drawers and arched pantry door are true icons that we invite you to discover. Book an appointment here.
At the opposite end of the room, a large curved bookcase wraps around the corner. Contrasted by brown/black U-shaped uprights and crafted from our finest materials, it offers an impression of lightness thanks to its suspended cabinet and the different upright systems we’ve developed.
Two styles meet in this design showroom:
- On the one hand, the Pô style, ideal for larger kitchens and ensembles.
- On the other, the more airy Curve style, perfect for bookcases, sideboards or banquettes.
Two distinct styles, but perfectly complementary when they meet.
A warm, intimate atmosphere
Right from the entrance, we wanted you to feel the JOA world. White walls gave way to a more intimate, warm and confident atmosphere. Colors, textures and materials were carefully selected in collaboration with interior designer Dominique Gringoire.
The warm shades of green that adorn the walls evoke our natural inspirations, as do the large photographs of illuminated landscapes that punctuate the space. A subtle nod to our desire to get as close as possible to the codes of nature.
In the center, a sculpture immediately catches the eye: a stylized tree in powder-coated steel. A symbol of our inspiration and identity, it represents the subtle balance between wood and steel, lightness and strength, a veritable manifesto of our technical and aesthetic approach. As you walk around it, you discover more and more intriguing facets: how was it designed? How is it fixed? Is it brass? We invite you to find out and conduct your own investigation.
The entire showroom functions like an ecosystem: interlocking shapes, furniture, photos, carpets, volumes… Everything dialogues with the architecture of the space to create an overall harmony where every detail counts.
A showroom designed to welcome you
In addition to being a showroom, our showroom has been designed above all as a meeting place.
Meeting one of our designers is an essential part of your first visit. Human contact is at the heart of our approach: it enables us to understand your desires, your habits, your way of inhabiting a space. We always give priority to making an appointment in advance, to guarantee you a warm welcome and a relaxed discussion.
That’s why we’ve set up an office area in a quieter part of the showroom. A place where we can take the time to listen to your ideas, present you with creative ideas and bring your most ambitious projects to life.
To conclude
This design showroom means a lot to us. It’s the result of months of research, development and passion. It’s a place of inspiration and sharing, designed to help you understand our approach, appreciate our techniques and feel our creations.
Some things need to be experienced to be fully understood: our design showroom is one of them.
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.