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'People get greedy when they visit us'
Linda de Koster, Len de Koster and Ditte Kolijn.

'People get greedy when they visit us'

Inspiring overall concept for the contract industry

The ETC Design Center Europe in Culemborg has become a source of inspiration for professionals in the hospitality industry. How did a furniture exhibition hall turn into a leading platform for the interior and contract sector in fifteen years? Archicomm spoke with the three people behind the center's success, Len de Koster, Linda de Koster and Ditte Kolijn. A conversation about passion, vision and perseverance.

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ETC's common areas are decorated by Linda de Koster. (Image: Studio Click)

Len de Koster, the driving force behind ETC, recalls the beginning of this adventure in 2007: "My father-in-law pointed me to this property as an investment opportunity. I come from a fashion background and love beautiful fabrics. At the time, however, this was only a small part of the center." The property in Culemborg had been a furniture showroom for many years at the time. "Companies were eager to set up a bench in a location in the middle of the country. However, any vision and direction was lacking. I saw that a renovation was necessary, but slowly I got a broader vision for the center."

The challenges of innovating

The acquisition of ETC was the beginning of a process in which the building underwent a transformation and the offerings changed dramatically. Ditte Kolijn was recruited to take over the day-to-day management. "We needed to revitalize ETC and improve its image. We wanted to become an attractive location for everyone in the interior design industry, including stylists and the contract market." 

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Armchair by exhibitor Rapture, art: Art by Samira el-Bali (Image: Studio Click).

Revamping ETC was not an easy task, according to De Koster. "We had to say goodbye to companies that no longer fit within the concept we had in mind. That was an exciting choice commercially, but we had a long-term vision for the center. Fortunately, we were able to convince many existing tenants of our plan and they are still with us. Keijser&Co is a good example. Furniture from that brand is often used in projects."

That the center no longer wanted to focus solely on retailers was controversial at the time. "We saw fifteen years ago that this broadening was necessary," De Koster emphasizes. "We wanted to welcome every interior design professional, including the contract market and hospitality industry." 

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A chair by Metropole by Baan. (Image: Studio Click)

Linda de Koster-Voerman, Creative Director at ETC Design Center and wife of Len, played an essential role in creating the new look, for example by regularly changing the decor of the new restaurant. Other general areas were also given a new interpretation. 

Thus, the entrance became a true inspiration space. "In the beginning, exhibitors were not eager to make their products available. Now, however, they are lining up! These collaborations have helped make the center a diverse and inspiring environment."

More and more new brands found their way to the center in Culemborg starting in 2008. However, there is not room for every company, says Len de Koster. "We do not want to fill square meters, but offer a complete range of interior products for the middle and high segment. As a result, it regularly happens that we sell 'No'. Then it may be about a really nice brand, but it still doesn't fit here. Sometimes this has to do with price levels. However, I also watch out for diversity." 

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The entrance has truly become the center's calling card. (Image: Studio Click)

The ETC team works with great passion and commitment to continually improve the center. "We are never done," Kolijn says. "We are still expanding and are always monitoring our concept. We have complete control over this, although of course our exhibitors have a voice as well. They are our ambassadors. It is very important to us that they are satisfied."

Broad offerings for contract market

Architects can discover many interesting interior and exterior brands at the center. Furniture, fabrics, wallpaper, paint, lighting, accessories and art, as well as, for example, Geberit toilets. "For this target group, our large selection of materials is also interesting. During the growth of the center, we deliberately chose to broaden the product groups on display here. Think floors, the wall coverings of Arte, among others, and paints, such as from Little Green and Farrow & Ball. Our companies also have a wealth of experience and can use this to help the architect
support." 

Every product has a story, but sometimes a truly special one comes along. Len de Koster: "A unique lamp from the Quasar brand filled almost an entire booth space for months. It was a huge fixture that had been used as a set piece in the movie Knives Out. The lamp was eventually sold by auction and now hangs glittering in a hotel in Berlin."

ETC's offerings appeal to a variety of projects. "Architects can see a huge diversity of products in one location at our center. Not two or three days a year, but all year round. We host brands that sell wall coverings for 900 euros per square meter, for example, for a luxury office or restaurant. However, there are also exhibitors offering mid-range furniture. Those can take a beating are therefore especially suitable for the contract market." 

Art is also important to the center. This component is in the hands of Linda de Koster. "The right art adds to the experience. That is why we enter into partnerships with a variety of artists. For example, Grace Spiegel's art is currently on display at the center. She has created pieces that fit the exact atmosphere of our restaurant. Changes are always visible at the spring and fall fair, so a visit to ETC is interesting and innovative every time. We sometimes hear that people get 'greedy' when they visit us and that is a mega compliment!"

ETC Design Center Europe offers more than 15,000 m2 of inspiration. Visits are possible during the weekly Trade Days (almost every Monday) or by appointment. A complete list of exhibitors can be found at: www.etcdesigncenter.nl    

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