House of Feelgood. Three brands. One summer.

Feelgood is the house rule. From the moment you step through the door, all three brands share one promise: to make you feel good, in every way they know how.

Three rooms. Three worlds. One open house.

Part installation, part experience, part event location, House of Feelgood is the kind of place you don't visit once. It's a destination you come back to, because something is always happening.

All summer long, House of Feelgood opens its doors to a rotating programme of house guests, events and inspiring moments. Always a reason to return. Always something you didn't expect.

Move between its rooms as you wander through a house: curious, discovering something new in each space.

Marie Jo pulls you into the feelgood universe of its iconic daisy bra.

From am to pm, Sarda stops you in your tracks: magnetic, bold and unexpected.

Primadonna knows you. Before you even say a word.

The space was conceived by Profirst, the creative studio behind premium retail experiences for brands including Loewe and Patek Philippe.

A summer of activations

House of Feelgood is conceived as a living space that evolves across the season. From opening weekend through October, a rotating programme of brand-specific and cross-brand moments keeps the house alive - timed to the rhythm of Knokke's summer calendar. There is always a reason to return.

From 8 July, Aura Coffee from Ghent takes up residence in the lobby. Your iced matcha is waiting.

Marie Jo - For over 40 years, Marie Jo has crafted feelgood lingerie built on quality, comfort and effortless wearability. Home of the iconic Avero daisy bra - celebrating its 30th anniversary in 2026 - the brand is a trusted authority across generations.

Sarda - Magnetic and trend-driven, Sarda positions lingerie as fashion for a style-forward, younger audience. Bold, unexpected and built to be worn anywhere - from beach to city to night.

Primadonna - Since 1865, Primadonna has built its reputation on a deep understanding of women. A partner for life, the brand offers high-performance lingerie, swimwear and shapewear that never asks you to compromise on who you are.

Van de Velde - Van de Velde is a Belgian family group founded in 1919 and headquartered in Schellebelle. The company designs, produces and distributes premium lingerie and swimwear under the Marie Jo, Primadonna and Sarda brands, operating across more than 50 markets worldwide.