From Sketch to Store: Designing the Leysen 1855 Flagship Jewelry Showcase System

A full design-to-manufacture case study — hand-drawn concept, 3D rendering, and the finished flagship store — for Belgian royal jewelry heritage brand Leysen 1855.

Leysen 1855 is a Belgian jewelry house founded in Brussels in 1855, granted Royal Jewelry Supplier status by the Belgian royal family in 1967, and known internationally for its Blue Flame diamond cut and its emerald and jade collections. When the brand's China operations (Leysen Tongling / 莱绅通灵) needed a flagship-standard showcase system for its retail network, PSP Displays was engaged for the full process: concept sketching, 3D rendering, showcase manufacturing, and on-site installation.

This case study walks through that process end to end — from the first pencil sketch of the showcase form to the finished, photographed store.

What did this project include?

• Concept design: hand-drawn sketches exploring the showcase silhouette and modular arrangement
• 3D rendering: full-scale visualizations of the showcase system inside the finished retail environment, including a heritage-themed ceiling installation
• Showcase engineering: a modular circular island counter system, wall-mounted window showcases, and dedicated jade/gemstone display counters
• Brand integration: the Leysen 1855 wordmark, a curved LED ceiling gallery displaying archival royal-heritage imagery, and a coordinated navy-and-gold material palette
• Manufacturing: all showcase units produced in-house
• Installation: on-site fit-out across multiple Leysen retail locations in China

Why start with a hand-drawn sketch?

Before any 3D file is built, PSP Displays' design team works out the showcase geometry on paper. For the Leysen project, the core challenge was a circular island counter made of multiple curved and angular showcase modules that had to lock together into one continuous ring — while still allowing each module to be manufactured, shipped, and serviced independently.

The concept sketches worked through this puzzle piece by piece: individual curved-glass modules with gold-trimmed rims, a square central module for a single hero piece, and the way each unit's base tapers and shades from deep navy to a lighter gradient. A second sketch series worked out a companion display fixture — a set of five glass display cases at staggered heights, sized for small figural props tied to the brand's collection storytelling, each on its own navy-and-gold pedestal.

This sketch-first approach matters for a B2B buyer evaluating manufacturers: it's the difference between a factory that assembles from a catalog of stock parts, and one that engineers a showcase system to fit a specific brand narrative and floor plan.

From sketch to render: building the full store environment

Once the showcase geometry was resolved, the design moved into full 3D rendering — placing the showcase system inside the actual store shell, with lighting, signage, and ceiling treatment specified together as one environment.

The renderings show two connected showcase configurations built from the same modular language:

The circular island system — seven to eight curved and angular showcase modules arranged into a closed ring, sitting on a matching circular area rug at the center of the main hall. Each module has its own illuminated base and gold-trimmed glass canopy, so the ring reads as one sculptural centerpiece while remaining fully serviceable module by module.

The heritage ceiling installation — a curved, backlit ceiling canopy suspended above the circular showcase, printed with black-and-white archival imagery referencing the brand's Belgian royal history. This turns the ceiling into a storytelling surface rather than a purely functional one, giving customers a heritage narrative to read while they browse the counter below.

Both configurations sit against a navy wall system with the "1855 Leysen " wordmark in illuminated signage, flanked by recessed wall niches for single-piece jewelry bust displays.

What showcase types were specified for this project?

1. Modular circular island counter The centerpiece of the main hall. Built from individually manufactured curved and angular glass modules, each with brushed gold-tone metal trim, an illuminated white display surface, and a gradient-finished navy base. The modules interlock into a closed ring or an open horseshoe configuration depending on the store's floor plan, giving the same product family flexibility across different store sizes.

2. Tiered figural display cases A set of glass display cases at varying heights, each with its own navy-and-gold pedestal base. Designed for small sculptural props and brand-storytelling pieces rather than loose jewelry, these units are typically grouped in front of the main showcase ring as a visual anchor point.

3. Wall-recessed window showcases Backlit niche showcases built into decorative wall panels, used for street-facing display windows. Each niche holds a single jewelry bust or a small grouping of pieces against a dark velvet-toned backdrop, with focused spot lighting from above.

4. Perimeter counter showcases Straight and gently curved glass-top counters lining the main hall walls, used for the standard product range. Same gold-trim and navy-base material language as the island counter, so the whole floor reads as one coordinated system rather than a mix of fixture types.

5. Jade and gemstone display counters A dedicated counter grouping for jade bangles, rings, and colored gemstone pieces, set apart from the diamond and gold-jewelry counters with its own lighting temperature to render jade's translucency accurately.

How the design carries the brand's heritage story

A jewelry showcase system for a 170-year-old royal-warrant brand has to do more than hold product — it has to carry the weight of the brand's history without turning the store into a museum. A few decisions in this project were built around that balance:

Color as brand shorthand. The deep navy-and-gold palette used across every showcase type — from the island counter to the window display — reads as both contemporary and formal, consistent with how the brand presents its Blue Flame diamond line internationally.

The ceiling as a storytelling layer. Rather than adding heritage content through wall text or printed panels, the archival imagery is placed overhead, on a sculptural ceiling canopy, so it frames the shopping experience without competing with the product for eye-level attention.

Modularity for network-wide rollout. Because the circular island counter is built from repeatable modules rather than a single fixed casting, the same design language can be re-deployed across stores of different sizes and floor plans — a closed ring in a larger flagship, an open horseshoe in a smaller format store — without redesigning the showcase from scratch each time.

From rendering to reality: the completed store

The finished, installed store matches the rendered scheme closely. The circular island counter is filled with jewelry laid out under warm LED lighting, the navy wall signage and gold trim are consistent with the design intent, and the ceiling installation's heritage imagery reads clearly from the main hall's sightlines. The jade and gemstone counter zone, positioned toward the rear of the hall, gives that product category its own visual identity within the same overall material system. In the mall corridor, the recessed window showcase presents a single statement piece to foot traffic — a compact, high-impact use of the same design vocabulary applied to street-facing retail.

Frequently asked questions

Can PSP Displays design a showcase system before producing 3D renderings or manufacturing drawings?

Yes. For projects with a complex or unusual showcase geometry — like a modular circular counter built from interlocking curved units — our design team typically starts with hand sketches to resolve the form and module logic before moving into 3D rendering and engineering drawings. This is standard for any project where the showcase itself, not just the store layout, needs custom development.

Can the same showcase design be adapted for different store sizes across a retail network?

Yes. Modular showcase systems, like the circular island counter used in this project, are specifically engineered so the same units can be reconfigured — a closed ring for larger stores, an open horseshoe or straight run for smaller formats — without redesigning the fixture from scratch for every location.

Do you manufacture wall-recessed and window showcases as well as freestanding counters?

Yes. PSP Displays manufactures the full range of jewelry display formats in-house, including freestanding island and perimeter counters, wall-recessed niche showcases, street-facing window displays, and category-specific counters (such as dedicated jade or gemstone display units) with tailored lighting.

What is the typical timeline for a showcase system like this, from concept sketch to installation?

For a flagship-scale showcase program covering a circular island system, wall showcases, and a custom ceiling installation, the typical timeline from confirmed concept through manufacturing and installation is 3–5 months, depending on order volume and the number of store locations involved.

Do you work from a brand's existing visual identity and heritage materials?

Yes. Our design team incorporates a brand's existing visual identity, color system, and heritage or archival content directly into the showcase and ceiling design, so the retail environment reinforces brand storytelling rather than existing separately from it.

About PSP Displays

PSP Displays (浙江品尚品展示用品有限公司) is a factory-direct manufacturer of custom jewelry showcases and full retail space display solutions, established in 1998 and based in Zhejiang, China. We serve jewelry brands, retail chains, and independent retailers across 30+ countries, handling everything from concept sketching and 3D rendering through in-house manufacturing and installation.

The Leysen 1855 flagship project represents our full design-to-manufacture capability: concept sketching, modular showcase engineering, brand-integrated ceiling and wall systems, and nationwide rollout production. For project inquiries, visit pspdisplays.com or contact us directly.