Part 1 : How to enhance your shop facade?
What is the principal function of your shopfront?
1. Your shopfront is the first place to generate “stopping power”. In other words, you can use it to catch the eye and pique the interest of potential customers.
2. Consider your shopfront as an integral part of your visual identity and brand image. The visual identity of your shop does not end with your name and logo. It is also reflected in your choice of shapes, colours, fonts and symbols, the layout and design of your website, its colours, photos, and much more. It should represent your business, your services and your values. You must be able to use it coherently throughout all of your communications (social media, online adverts, stands, trade fairs, post, website, mailing lists, blog, flyers, posters). In other words, the same branding must be used everywhere (including your shopfront). This will enable customers to recognise you and identify you in an instant.
What should you consider when designing your shopfront?
3. Think of your facade as a whole, (from cornice to pavement) when considering renovating your shopfront: it forms the basis of your shop’s image.
4. Make sure that the facade forms an architecturally coherent whole - both in terms of style and the materials and colours used - and create an image consistent with your interior design and business concept.
5. The window surround is the perfect place to express your creativity, incorporate “original” materials and assert the identity of your business. Make sure to obtain the relevant permits if you wish to change the materials and/or colour.
6. Aim to reuse existing materials. When properly cleaned, beautiful vintage tiles can give your shopfront the wow factor!
What if your shopfront is listed and/or contains notable architectural features?
7. If your facade is listed for its heritage value, located in a heritage area, or less than 20 m from a listed building or site, all alterations to the facade (signage, awning, new window, new door, paintwork, etc.) will require planning permission. Your application for planning permission will be subject to consultation by the Directorate for Cultural Heritage of the Brussels Region. Choose materials and colours in keeping with the facade and the street. It is highly unlikely that PVC windows and plexiglass signs will be approved.
To find out more, visit: https://mybrugis.irisnet.be/brugis/#/ (Click the “layers” icon on the left > Brussels Planning and Heritage > Legal Status and Register > Heritage + Protection Areas).
8. If your facade possesses remarkable architectural elements, the Region offers subsidies to help shopkeepers restore the original features of non-listed properties that contribute to the character of the building or district. The grant is equivalent to 50% of the cost of restoration work up to a maximum of €10,000 per building in any 5 year period.
Find out more on Patrimoine.brussels
9. If your facade is listed or includes architectural features of note, do everything you can to preserve the style and spirit of this heritage. For example, allow the original materials to shine: blue stone, metalwork, wooden shopfronts… All of these are assets and contribute greatly to your image.
10. Check the use category of your property with your local planning department. If your new business activity does not match the legal status of the ground floor - the use category stated on the most recent planning permit - you must apply to the municipal authorities for permission to change its use. Do not sign a lease until you have consulted the planning department, as permission cannot always be granted retrospectively.
The decree on “changes of use” specifies the circumstances in which you must apply for “change of use”, even for an existing retail unit. Example: If you open a hospitality business, its legal status must be either café, restaurant or snack bar, and not a retailer of goods... It’s not always straightforward. If you are unsure, or want to check your understanding, make sure to contact the municipal planning department in your area.
Visit: https://openpermits.brussels/fr to determine the use class of the ground floor of a property (please note, there is a vast amount of data for the Brussels region, and some has not yet been digitised).
Want to apply for permission to change the use of your property? It’s explained in detail here (application form and explanatory notes) and here
The following website provides further information on the subject: https://1819.brussels/infotheque/vergunningen-verplichtingen/preparer-son-permis-durbanisme-changement-dutilisation
Which colours should you choose for your facade?
11. If you are considering painting your facade, avoid garish colours and make sure the window surrounds and shopfront form a cohesive whole (use matching or complementary colours). Not sure which shades or colours to choose? The local authorities in your municipality can provide information on the appropriate colour palette for your area.
12. Remember, if you intend to change colours, alter window surrounds, or remove any element of the facade, you must seek planning permission in advance.
How to make your ground floor unit visible and accessible?
13. If there are residential dwellings above your shop, there are limits on what you can do to the ground floor. Alterations to ground floor premises used for retail or other non-residential purposes must not disrupt occupants of the upper storeys.
More information available at Logement.brussels
14. Consider customers with reduced mobility. Install a doorbell or intercom 90-110 cm from ground level. Do not forget to mark steps and glazed areas to ensure they are clearly visible.
15. Use renovation works as an opportunity to clearly mark your street number. There’s nothing more frustrating than looking for the exact address of a shop and not being able to find it.
