The new brand for the Brussels European Quarter has been launched this week. The initiative was presented at the launch event in the building of the Brussels Commissioner for Europe and International Organisations (CEIO) in the heart of the European district. The brand bears the name ‘European Quarter Brussels‘ and represents a new strategy for this emblematic Brussels neighbourhood.
The Brussels Capital Region aims to ensure a better balance between living and working in the quarter but the intention is also to change overall perception of the neighbourhood. The European neighbourhood in Brussels mostly refers to the area around the European institutions but the entire district affects a wide area located on the territory of several municipalities – mostly Brussels, Etterbeek and Ixelles as well as parts of Schaerbeek and Saint Josse. The area is the main centre of international employment in the Brussels Capital Region.
The European quarter in Brussels mostly refers to the area around the main European institutions but the entire district affects a wider neighbourhood located on the territory of several municipalities – mostly Brussels, Etterbeek and Ixelles as well as parts of Schaerbeek and Saint Josse.
A quarter in full development
Because of the importance of the European institutions, the quarter has originally been associated with an institutional image alongside the lack of stores, housing and high-quality public spaces.
This caused the federal government, the Brussels Capital Region and the three municipalities to rethink together about redeveloping the neighbourhood. Thus came a shared vision which focuses on sustainable development, improved mobility and an enhancement of the functional mix in the quarter. The aim is to develop a mixed-use neighbourhood with a wider range of housing, high quality public spaces and cultural activities for all. Particular attention is being paid to the role that public spaces and buildings can play in climate change.
Ans Persoons, Brussels Secretary of State for European and International Relations outlined the main idea behind this process – “We want to make the European Quarter a lively area where it is nice to work and live. One way we do this is by converting offices into housing and making more space for pedestrians, cyclists and trees. At the same time, we also want to better capitalize upon the Quarter’s assets. It is an area with many parks, museums and plenty of cafés and restaurants with an international vibe. We want to better highlight those assets with the new brand. And in doing so, we are appealing to those people who already make the European Quarter come alive: the merchants, residents and entrepreneurs. They will become the ambassadors and face of the European Quarter.”
Branding the neighbourhood: European Quarter Brussels
Residents, stakeholders and employees of the neighbourhood are invited to take part in the new brand
identity of the quarter. This initiative promotes assets such as Cinquantenaire Park, Leopold Park, lively
commercial centres (Jourdan, Merode, Luxembourg, Carrefour Jean Monnet) and the quarter’s prominent museums.
Still alive after five! When you discover the European Quarter you’re treated to a microcosm of this magnificent continent, infused with the Brussels ‘art de vivre’.one of the quotes from the new brand identity
The typical Brussels and European characteristics are reflected in the new brand with the emphasis on values such as inclusion, openness and accessibility. The European Quarter Brussels also represents vibrancy, innovation and ambition for the future.
Rudi Vervoort, Minister-President of the Brussels Capital Region reiterated region’s dedication to the area – “The European Quarter is mostly seen as an office district for Eurocrats where there is no nightlife and nowhere to relax. The new brand should do away with that distorted view. The Brussels Region is also investing in the quarter by creating housing, refurbishing and especially greening the public spaces and helping new businesses start up. The Brussels government is thus making active efforts to improve the quarter and ensure that Brussels residents and visitors can live, work, shop and engage in leisure activities in the area.”
A shared brand
The new website for the brand www.euqbbrand.brussels features the logos and other visual elements. Those who wish to use the logo can also add their own visual elements. The idea is to create a shared brand ownership and inspire as many partners and stakeholders to use and share this unified identity of the neighbourhood.
To learn more about the new brand identity and how you can use it for your organisation, project or initiative, check www.euqbbrand.brussels. For those living, working or interested in the EU quarter, join our dedicated Instagram page and Facebook group and share your ideas or favourite spots in the area.