Showcasing outdoor living
NOA outdoor living
An innovative approach to showcasing outdoor design
Stories by NOA is the ultimate source of outdoor living inspiration, easy and accessible to everyone. Where people and professionals can see, experience and find information and trends about outdoor living.
Stories by NOA is a community of brands and professionals that is growing every day.
It is a people based content approach to enlarge the experience factor of NOA outdoor living. We gathered a loyal following amongst the local and global design community, and those passionate about outdoor design.
Our community is a professional melting pout of Designers, Architects, Interior Designers, Decorators, Lighting Designers, Outdoor Designers, Industrial Designers, Retailers, Distributors, Agents, and Specialised Companies.
We create, curate, and update content about outdoor inspiration and expertise and make them accessible to everyone.
Koen Rygole of BurO Groen landscape architects conceived the design of the impressive three-acre landscape park. “We devised a support structure for the park as a whole, which includes a 600-metre looped walking trail, parking spaces and a stunning avenue,” Rygole says. From the moment you enter the site, it’s clear that great emphasis has been placed on the scenic experience and architectural quality. As such, the NOA design makes it clear from the outset that NOA outdoor living is an all-in experience.
“The team created 12 conceptual pavilions in the park setting, focussing on outdoor kitchens, wellness, office space, a residential home or an urban garden”, says Bram Couvreur of creative marketing agency Maister. “We devised the most stimulating interpretation and design for each space in close consultation with the partners. Displaying the products in a natural setting makes it easier for visitors to envisage what they would look like in their own gardens. In effect, we designed an environment around the product to showcase its assets, whereas products are usually integrated in an existing setting.”
The 380-metre-long floating XXL garden pavilion, as architect Luc Binst calls it, is equally impressive. “The eight-metre-tall façade serves as a billboard and a visualisation of what visitors can expect in the NOA park behind it. “The fact that the building has become a recognisable landmark along the Ghent-Kortrijk road in no time at all offers tremendous leverage for the 30 innovative and ambitious brands that joined forces to develop NOA,” says Binst, who partnered with Embo Architects for this project. “The showroom spans the full height of the eight-metre architectural volume, which has been inserted into a linear frame consisting of two earth-coloured canopies. Because the building is positioned slightly above ground level, you have a great view of the traffic that is rushing past. “There is a continuous interaction between reflection and transparency, depending on the rotation of the eight-metre-tall, earth-coloured loggia panels and the influence of light and weather. The tactile, dynamic façade seems to be in constant motion.
The experience continues in the indoor showroom, which is concealed behind the glass section of the façade. “In addition to even more pavilions, we have also created spaces here where people can meet, including offices, meeting and conference rooms, and spaces for networking events. Professionals, such as garden, landscape, and (interior) architects, can also receive their clients here and browse our materials library with samples. It’s an inspiring experience all around, which is exactly what we set out to create. Instead of a retail outlet or a classic showroom, NOA is a place to broaden your view and get inspired in a relaxing setting. Once your project is more concrete, you can contact one of the 30 partners and they will be happy to help you design your ‘outdoor living space’ in more detail,” says Hilde Baekelandt, concept manager at NOA.
Contact Karen for an introductory meeting and find out what we can deliver for your brand.