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Sumit Singhal
Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination.

Secrets by day in Valkenswaard, Netherlands by COEN! design

November 26th, 2011 by Sumit Singhal

Article source: COEN! design

Presenting lingerie accessibly and luxuriously? The appearance of the interior of this exclusive boutique provides the answer to the question. The latest lingerie collections are presented in a bright environment. Shown in high-gloss white cabinets with lace pattern. Making lingerie the seducing eye catcher . The sophisticated layout makes this space also a catwalk on client evenings.

Image Courtesy COEN!

  • Architects: COEN! design
  • Project: Secrets by day
  • Location: Valkenswaard, Netherlands
  • Client: Wendy van Roy, Secrets by day
  • Interior/identity design: COEN!, Eindhoven
  • Interior builder: CoKoen, Eindhoven
  • Floors: Gerflor Insight, Forbo Marmoleum en Interface Flor Equilibrium

Image Courtesy COEN!

  • Walls: Stucco, digital prints and mirrors
  • Lighting: Osram LED
  • Ceiling: Rockfon
  • Furniture: COEN!
  • Wall prints: Océ foil
  • Floor: ± 100 m2
  • Completion: 2011
  • Photography: COEN! | Roy van de Meulengraaf


Image Courtesy COEN!

The fitting rooms are situated in an intimate setting with warm purple light and soft carpeting. A kind of boudoir embracing you with attention. And when you leave the spacious dressing room you stand proudly in front of a mirrored wall saying “you are beautiful”.


Image Courtesy COEN!

Coen van Ham, creative director of COEN! says about the concept: “Seducing is so much more fun than selling. And then experience how much you sell! Our team has applied the beautiful art of seduction both literally and figuratively here.


Image Courtesy COEN!

The logo of Secrets by day reveals the secret of the heart enclosed in a parenthesis. The use of colour translates white and purple as day and night. And the specially designed lace pattern supports the visual communication.

Wendy Roy, owner of Secrets by day, summarized the collaboration as follows: “A designer can realize my dreams of a perfect boutique in a way that I never could. Everything is well thought-out and carried out in the total appearance. With this approach I can focus my attention on my clients… ”


Image Courtesy COEN!

COEN! design reflects identity Who am I, what do I want to tell the world and how can I show it? The design team of COEN! makes identity visible, creates applicable designs and inspires. Therefore more people recognize and experience added value, contacts are established and colours are added to the world.

COEN! shapes and guards over identity. Together with you the COEN! team reveals motives and values and translates them into a concept suiting your organization or product. Based in this concept we design your interior, corporate identity, product, or anything else to make you more visible and recognizable. We add your own identity layer to your organization.

Designs by COEN! are colourful, graphic, clear and communicating. Works of COEN! have been included in several collections and have been featured in international publications. Curious? For more of these inspiring projects please visit

Image Courtesy COEN!

Coen van Ham

Coen van Ham is a Dutch conceptual designer, architectural designer and source of creative inspiration. He studied at the renowned Design Academy in Eindhoven.

COEN! is often mentioned as one of the leading design agencies in the Netherlands on account of its innovative concepts, stunning designs and inspiring design management.


Image Courtesy COEN!

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Categories: Boutique, Showroom

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