Branding Brussels: Fritkots have a new look!

You probably heard that fritkots/frietkot stands in Brussels will have a uniform new look! City of Brussels have chosen a winning design for its eight friteries which aim to transform the existing fritkots in the coming two years.

Why do we need a uniform new look? Some business-owners and citizens asked the same question and there were demands to keep the liberty of creating unique stands. However, it is important to understand that most existing structures are outdated and often did not fit well with urban landscape and streets where they supposed to bring value. New design aims to make improvements in many different ways – from attractiveness to some practical and functional advantages.

Ghent-based architects Studio Moto won a competition (from 51 other applicants) that was organized by the city. The new fries stalls definitely look special – focusing on identity, functionality and context. They have the typical elements such as the recognizable frietkot cubist shape, opening awning, glass counter and neon sign on top (unique illuminated advertising). The special feature – a mirrored façade, enables fritkots to blend in the environment and add a new type of interaction in the urban space.

As part of the Belgian fries culture, fries have a symbolic meaning and have been part of the Belgian and Brussels streets for decades. It is important to note that Belgian fries culture ended up on the list of immaterial heritage of UNESCO last summer.

Another reason why uniform design of Brussels fritkots might be helpful is the empowerment of Brussels brand. All cities have something unique – Lisbon has its famous kiosks, London has its uniform telephone booths… so there should be no surprise that Brussels now gets its own type of fries stands! This will not only improve the attractiveness of urban spaces but also bring Brussels another unique feature, something that city will be famous for.

The eight locations where new fritkots are planned:

• Boulevard du Centenaire,
• Place de la Chapelle,
• Place Arthur Van Gehuchten,
• Rue de Laeken (porte d’Anvers),
• Rue de Verdun,
• Chaussée d’Anvers,
• Place Peter Benoît,
• Rond-Point Charles De Meer

Photos: Studio Moto