Van Gils, the brand known for its high quality men’s wear, opened its long-awaited first brand store in Rotterdam yesterday. Since 2013 also marks the brand’s 65th anniversary, Van Gils seizes the occasion to introduce a Limited Edition shoe, a buckskin Brothel Creeper in black and white! To attract the attention this stylish classic deserves, frank agterberg/bca developed a premium shoebox with a twist.

Sharing Van Gils’s sense of innovation in service, we decided to add a useful extra. Of course we gave it an appealing design: The white box with contrasting high-gloss embossing, is elegantly closed with a magnet. The inside is fitted with a raised bedding in black velour foam, in which the cut-away zone houses the gift pack, containing a matching belt, a set of laces, a set of cuff-links and a buckskin polish brush.

But the consumer will never buy what he hasn’t seen, so we added an extra feature and turned the shoebox into a multi-purpose tool! With some subtle interventions like a dotted footprint, it becomes a real in-store presentation pedestal, highlighting the anniversary Brothel Creeper.

Photography by Franky Claeys