On 5 December 2024, Jeremie Feinblatt (Resonance) and Thierry Geerts (BECI) inspired more than 1,500 marketers from across Europe with their “Discover the Power of Place Branding” presentation at the BAM Marketing Congress. The talk featured “Made in Brussels” insights, along with the process required to develop the unified BRUSSELS brand, successfully showcasing to leading marketers how we arrived at our positioning: “In Brussels, we dare you to be yourself”.

One year after the release of the BRUSSELS brand, the City Marketing team launched an international awareness campaign aimed at our target market of “originators” in key markets, including Italy, Germany, Spain and the UK. It was a simple idea: “The city that dares you to be yourself will teach you the art of being yourself.” The campaign features an online platform that provides quirky tips and tricks for users to truly be themselves in any situation: on a first date, at a job interview or in a social setting. The multi-channel campaign achieved superior performance with over 26 million impressions and 40,000 clicks.

In January 2025, the Brussels Info Place (BIP) - visit.brussels’ visitor centre - began stocking merchandise inspired by the BRUSSELS brand identity and voice. Now, everyone can get an official Brussels brand souvenir.

The graphic designers at visit.brussels, along with the team at the visitor centre, combined the idea of holiday souvenirs with the BRUSSELS brand. The U in the logo becomes a place to express emotions, celebrate discoveries or mark a meetup.

In March 2024 & 2025, Brussels returned to MIPIM, bringing partner organisations together under the BRUSSELS umbrella brand in a booth specially designed for the purpose. The booth, located in the Belgium Pavillon, welcomed thousands of international investors, place makers and real estate professionals.

Brussels made a splash at the latest Retail Property Marketing Event that took place last November in Cannes. Coordinated by hub.brussels, the activation expressed the brand’s voice throughout the booth. It proudly displayed the BRUSSELS brand identity and invited visitors to discover an environment in which they are encouraged to be themselves.

An advertorial was published in the Financial Times, written and designed in line with the tone, look and feel of the new Brussels international brand. It describes the close relationship between the United Kingdom and the Brussels-Capital Region and the region's competitive advantage in attracting British decision-makers and stakeholders.

The third Brussels House opened in London during Fashion Week to showcase Brussels fashion and design. This pop-up store, which will close its doors at the end of December, was set up by hub.brussels on the world-famous Regent Street, thus giving pride of place in the English capital to the very best of Brussels' gastronomy, fashion, design, arts and crafts.

The second Brussels House was inaugurated in Barcelona during Barcelona Design Week. The Brussels House x Barcelona offers a unique environment for art and design that's made in Brussels. The aim? To showcase the region’s appeal, attract international talent and enabling the audience to experience Brussels in a vibrant and captivating way.

The Brussels House concept showcases the region and its wealth of products and services to an international clientele. The first Brussels House was created by hub.brussels and visit.brussels in Milan. The Brussels House x Milan branding embodies the region’s culture and exemplifies the capital’s ‘Dare to Be Yourself’ character in Italy. 

To unveil Brussels’ new brand image and ‘storytelling’ to its international partners, the Brussels-Capital Region partnered with four local photographers to conceptualise and create a one-of-a-kind diplomatic gift. This collection of photographs tells stories of the Brussels experience with moments captured in time, spotlighting the region’s beauty and authenticity through images of its people and landscape.

hub.brussels, in partnership with the State Secretary for Foreign Trade, used the Venice Architecture Biennale as an opportunity to explore the Italian construction market and promote the Brussels region to Italian companies and foreign investors. The two organizations utilized the updated Brussels brand to support its networking event with Brussels branded aprons, coasters and napkins, along with activations such as a live muralist, music and a casual bar—all of which aligned with the new Brussels brand.