Surreal street names in Brussels: “This is not a street”

“This is not a street” and other surreal names may soon became a reality for some of the streets in the new, upcoming area around Tour & Taxis. Magazine Artnet writes that the artist-inspired street name is part of an effort to rebrand a former industrial area that hosts Art Brussels.

“One of René Magritte’s best-known works will be commemorated as a street name in Brussels—with a suitably Surrealist twist. Called Ceci n’est pas une rue (This is not a street) the new self-negating street name refers to the Belgian artist’s signature painting The Treachery of Images, which famously states “Ceci n’est pas une pipe” (This is not a pipe) under an image of a tobacco pipe.”

In fact, citizens had the opportunity to name 28 streets, squares, alleys and walkways around the industrial zone of Tour & Taxis. Winning names were selected from nearly 1,400 suggestions from the public.

Magazine Artnet further notes that the area around Tour & Taxis (also home to prominent Art Brussels event) is currently being redeveloped into a luxurious residential area, so the new street names could bring people wanting selfies alongside the Magritte-inspired street sign or some of the other selected names, such as: Better World Street or Happiness Street etc. This could be a nice step for the branding of this re-developed urban area, as well as a good contribution to the overall city branding of Brussels.

The little problem? The public may not be able to access all of the new streets as some of them are going to be areas with private access only.

Read the full article here.