Julien Renault fell in love with Kewlox when he moved to the Belgian capital. “Nearly every family here has “a” Kewlox, often without realizing it.” The brand was first launched in the ‘50’s and is now owned by the founder’s granddaughter, Geneviève Le Clercq. She has set out to give Kewlox a new vision, a new breath, something she felt had come to be neglected.

Renault was first contacted as a photographer for Kewlox’s summer sale leaflet: “I said the lay-out was horrible and that the brand needed a proper house style,...and I became the Art Director at Kewlox.” Now everything is under scrutiny – from door handles to photography. Apart from his engagement in branding and communication, Renault has also created new pieces together with the craftspeople. Small wooden shelves called ‘TRACKS’ in particular, offer a reinterpretation of the emblematic top rail each Kewlox piece has had since the start of the company. Materials that were foreign to Kewlox until then have been introduced with, for example, a storage line called ‘MIST’, with a black aluminium frame and textured glass.

TRACKS (detail)
M&O was a success, with the French discovering this “storage furniture without screws”. Renault strongly believes in the potential of Kewlox: “it offers timeless design that combines well with other iconic brands like Vitra...while being, for most products, within the price range of Ikea. And as a client, you can just go to the factory in Leuze, chose your pieces, and take them home. Ikea style, but better!

Clients have responded to an open call on Facebook and Instagram, inviting them to have their interiors – with their Kewlox pieces – photographed. The pictures show how effortlessly Kewlox can blend into a variety of interiors and styles. Timeless design, new materials being introduced, as sturdy as it had first set out to be... what else can one expect from a piece of furniture? “Well if any part of your Kewlox ever breaks, it can be replaced,” Renault answers with a smile. Stylish. And sustainable.

MIST collection
Looking forward to knowing more about Kewlox? DAMN is curating the show “A Matter of Perception” at the Salone del Mobile in Palazzo Litta, and will host the latest pieces created by Julien Renault for Kewlox.

All images by Julien Renault for Kewlox.

TRACKS (detail)
Kewlox client
Kewlox client
Kewlox client
Kewlox archives
Kewlox client Architecte MADE / Photography Tim Van de Velde
Julien Renault
“It’s not just about the furniture and the design, Kewlox is a story of people too.”