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R O O M S
2 3
Veldeman Group is proud
to introduce these l imited
edit ion custom-made beds
and ottomans designed by
St i jn Helsen.
Marc Veldeman
Page 9 - SHHe would not be St i jn Helsen i f he l imi ted h is interest to designing c loth ing.
Page 14 - COLLeCTIONThe bed deserves specia l at tent ion when decorat ing the bedroom.
Page 44 - HOTeL PROJeCTS St i jn’s ’t ime and space t rave l l ing’ aspect.
Page 34 - CONCePT STORe ‘St i jn Helsen Concept Store’ is a concept in more than one regard. The archi tecture and decor of the store is a tota l pro ject by St i jn .
Page 48 -PRODUCT CORPORaTe IMageEach furn i ture object of h ighest qual i ty wi l l get a l imi ted edi t ion numbered s i lk label wich makes i t exc lus ive and bespoke.
Page 32/33 - aTeLIeR SHA look into St i jn ’s ate l ier at Veldeman Group.
Page 50 Fol low me upsta i rs . . .
Page 31 - FUNKY DeTaILSSt i tch ing in str ik ing colors & eye catching deta i ls .
4 5
Page 12 - MOODbOaRD Intu i t ion & inspi rat ion.
ST
IJ
N
HE
LS
EN
MO
OD
B
OA
RD
CO
LL
EC
TI
ON
CO
NC
EP
T
ST
OR
E
HO
TE
L
PR
OJ
EC
TS
CO
NT
eN
T
6 7
Be
lgia
n f
ash
ion
de
sig
ne
r p
ort
rait
A t
ota
l p
roje
ct
cu
sto
miz
ed
by
Sti
jn H
els
en
A ‘
pla
ce
’ w
he
re y
ou
fe
el
at
ho
me
Th
e S
tijn
He
lse
n c
loth
ing
an
d b
ed
lin
es
are
ch
ara
cte
rize
d b
y lo
ts o
f a
tte
nti
on
to s
ub
tle
de
tails
an
d a
pe
nc
ha
nt
for
art
, e
spe
cia
lly c
olo
rfu
l m
od
ern
ism
.
Intu
itio
n &
in
spir
ati
on
He started developing an international career when he chose a non-
conformist tailoring course that started in Liege and then took him
to ‘Instituto Marangoni’ in Milan, the Mecca of fashion. During his
career he has worked with Vivienne Westwood, one of the most
important British avant-garde designers, and next made a stopover to
design the men’s line at Joseph and various licenses at Valentino, the
unique fashion king in Rome. After opening a new store in Hasselt,
he pursued a new call, this time in Hollywood. He worked on the
costumes of the main characters in the box-office successes
‘Spiderman’, ‘Seabiscuit’ and ‘Pirates of the Caribbean’. With his core
business, bespoke suits, he clothes members of the Royal family, pop
stars and actors such as Lenny Kravitz, Danny Houston and Keanu
Reeves. The public at large also loves his recognizable fitting.
He would not be Stijn Helsen if he limited his interest to designing
clothing. His great interest in art and design led him to design a bed
in 2010. Now, a year later, he is collaborating with the famous bed
specialist Veldeman. A craving for perfection is not foreign to either
party. This attitude results in a beautiful line of beds entitled Stijn
Helsen Rooms.
8 9
Be
lgia
n f
ash
ion
de
sig
ne
r p
ort
rait
ST
IJ
N
He
LS
eN
Photoshoot Stijn Helsen Collection
Neptune’s Nest / Malibu / Los Angeles
Photographer: Michel Comte
10 11
Concept store: 1st floor tenthousandthings
M
O
O
D
b
O
a
R
D
People spend, on average, one third of their lives in bed. This average is increasing
because more time is spent on cocooning. As a result, the bed deserves special
attention when decorating the bedroom. A bed is a very intimate place and we only
share it with someone consciously. That’s why a personalized bed is no longer strange.
The ‘Stijn Helsen Rooms’ collection offers you the opportunity to choose from
a large assortment of fabrics, sizes and accessories.
Things used to be different. The pharaohs in ancient Egypt slept on beds that were
the same shape as we know them today. They slept with their feet on the raised end,
which we now call the head of the bed. Because the bed was also a status symbol,
ornaments and bedding have been subject to fashion trends throughout history.
During the poor Middle Ages, this piece of furniture was mentioned in wills. It
was often the only thing one could inherit. Beds also have a long history as
a dowry. For a long time, having a bed that was only shared with the partner
was a luxury that only the rich could afford. These days it is not a luxury, it is a
requirement. The added value that the beds receive through the collaboration
of bed specialist Veldeman Group and Stijn Helsen is that every bed is custom-
made. This results in a limited edition.
15
Th
e S
tijn
He
lse
n c
loth
ing
an
d b
ed
lin
es
are
ch
ara
cte
rize
d b
y lo
ts o
f a
tte
nti
on
to s
ub
tle
de
tails
an
d a
pe
nc
ha
nt
for
art
, e
spe
cia
lly c
olo
rfu
l m
od
ern
ism
.
CO
LL
eC
TI
ON
14
‘Purple cross’ bed/ black background
16 17
18 19
‘Purple cross’ bed / s i lver background
20 21
‘body frame’ bed / silver / black background
black / silver background
black / purple background
22 23
‘Prince de galles’ bed gilbert and george/ beige-grey multicolor check
24 25
‘black leather folding screen’ bed
26 27
‘SH signature stripes’ bed / multicolor
28 29
‘Design SH4U black leather’ bed
31
Veldeman bedding – Stijn Helsen Rooms
The Stijn Helsen fashion line is characterized by lots of attention to
subtle details: stitching in striking colors with eye-catching buttons
on a sober pin-stripe bespoke suit, contrasting silk linings that attract
attention when the blazer is unbuttoned... and above all a perfect fit.
The funky bespoke suit has elegant lapels, a proportioned waist with
a tubular silhouette. These are the characteristics of Stijn Helsen.
He is passionate about art. His creations are a mix of diverse art
impressions with a strong penchant for colorful modernism. The
endless desire for precision that characterizes both the Veldeman
Group and Stijn Helsen, in combination with Veldeman’s expertise
in creating the perfect mattress, results in a series of beds that will
usher in a new trend.
30
FU
NK
Y
De
Ta
IL
S
33
‘SH signature candy color’ bed
32
a
T
e
L
I
e
R
S
H
34 35
The third Helsen store opened in Hasselt in 2007: the ‘Stijn Helsen Concept
Store’. In addition to a well-developed insight, a love of this craft was
passed through three generations of tailors. Almost unprecedented service is
bestowed on customers. On second thought, the customer is not a customer
because the common hierarchy is subtly exchanged for discrete intimacy.
These are also the qualities that one experiences at:
Stijn Helsen’s new concept store: ‘ten thousand things’
‘Stijn Helsen Concept Store’ is a concept in more than one regard. The
architecture and decor of the store is a total project by Stijn. He was able to
give it shape by collaborating with a Brussels architect.
The enormous glass revolving door leads us into a total concept.
The ingeniousness of the entire architecture lies in diverse apparent
contradictions. The coolness of the black ceiling and rear walls is absorbed
by the plasticity of the materials. The antique travertine pillars support the
most recent architectural touches, which in turn reinforce the building’s 16th
century beams that are part of the new store. Stijn Helsen combines the best
of two cultures: tradition and evolution go hand in hand.
Retro influences combined with contemporary tendencies can be discerned
in his store. It is a mixture of romance and contemporary. The total concept
radiates ‘Stijn Helsen’. He thought up with the concept from the large designs
to the smallest details. His craving for perfection and details is typical of a
great tailor. The objects on the second floor of ‘tenthousendthings’ are either
highly glamorous or radiate exoticism. Books, vases, mirrors, furniture and
ottomans designed by Stijn… ‘thousands of things’ can be found. From this
level you can see the ground floor. To the left of the ‘art and design’ part
you will find the dressing rooms, where many fabrics and linings of the ‘su
misura line’ wait to be chosen. The fourth and fifth floors house ateliers and
offices. In total almost 1000m² is ready for ladies and gentlemen. This space
includes a prêt-à-porter line and Stijn Helsen’s couture line. The success
of Stijn Helsen lies in the fact that he is innovative because he chooses the
individual at a time when popular culture is booming. You notice this in his
clothing line as well as in his line of beds.
CO
NC
eP
T
ST
OR
e
T H E S T O R E H O T E L P R O J E C T S
36 37Suit dressing Stijn Helsen store Belgium
38 39Stijn Helsen store Hasselt / Belgium
40 41
SHSCiSSorHANdS
42 4342 43
44 45
Hotel projects
In Stijn’s hotel projects, everything radiates harmony. There is no sharp contrast
just complementary opposites, no clash of cultures just enrichment.
Stijn’s ‘time and space travelling’ aspect, which is driven by a desire
for quests and a curious “at home” feeling in hotel rooms,
is present everywhere. Stijn has the necessary respect
for tradition without renouncing the individuality of a
progressive cosmopolitan. In short, it is a ‘place’
where you feel at home.
46 47
N° 101
Each furn i ture object of h ighest qual i ty wi l l
get a l imi ted edi t ion numbered s i lk label wich
makes i t exc lus ive and bespoke.
Deta i ls of the col lect ion of ten come in
St i jn Helsen s ignature color purple.
Tai lor s issor
Gold & Si lver
embroidered.
4948
PR
OD
UC
T
CO
RP
OR
aT
e
IM
ag
e
Co
llec
tio
n l
ab
el
50 51
FOLL
Ow
Me
UP
STa
IRS
I wa
NT
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U T
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HO
w M
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eD
RO
OM
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ITH
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w M
e H
eR
STI
JN H
eLS
eN
be
DR
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bU
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OM
wa
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IS P
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e
52 53
CONTaCT
STIJN HeLSeN ROOMS COLLeCTION
bY VeLDeMaN beDDINg NV
Industr ieweg-Noord 1155
3660 Opglabbeek
BELGIUM
Contact: Paul Schreurs
+32 (0)89 36 66 60
info@st i jnhelsenrooms.com
SHOwROOM STIJN HeLSeN ROOMS
Opening fa l l 2012
Havermarkt 7-9
3500 Hasselt
BELGIUM
STIJN HeLSeN CONCePT STORe
Diesterstraat 10-12-14
3500 Hasselt
BELGIUM
Contact: Ann Vandenborne
+32 (0)11 77 13 13
STIJN HeLSeN PReSS OFFICe
MeDIa MaNIa
Kipdorp 23
2000 Antwerpen
BELGIUM
Contact: Raf Caramin
+32 (0)3 213 07 45
www.STIJNHeLSeNROOMS.COM
www.STIJNHeLSeN.COM
NOTE: Text and most of the photography used in
this brochure, as wel l as portrai ts of St i jn Helsen,
are avai lable on www.st i jnhelsenrooms.com/press.
High resolut ion, r ights f ree, no restr ict ions.
All egos aside… let’s face it; the key to
a good night’s sleep is a great mattress.
De
sig
n:
Sti
jn H
els
en
- C
op
y:
Drs
. M
art
ine
Ge
ert
s,
Art
isti
c D
ire
cto
r IC
CA
- P
rod
uc
tio
n:
co
mm
un
se
ns
e.c
om
