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BELGIUM – BRUSSELS CONVENTION STREET IS BORN: A 25,000 SQM CONVENTION DISTRICT
Within the framework of IMEX Frankfurt, Brussels will officially present Brussels Convention Street, an initiative that creates an integrated, pedestrianized convention district, transforming the city center into a ready-to-use event space. Backed by SQUARE – Brussels Convention Centre and visit.brussels, and joined by four iconic neighbors—BOZAR, KBR (Royal Library of Belgium), the Royal Museums of Fine Arts of Belgium, and the BELvue Museum—the complex offers over 25,000 sqm of net event space, more than 9,000 seats, and 42 meeting rooms along one of Europe’s most historic urban corridors. This is yet another example of the sector’s importance as an economic driver.
From a 2,200-seat auditorium to a candlelit museum reception hall, all venues are located just minutes away from each other along the Mont des Arts, significantly easing the logistical burden. Connected by pedestrian paths, the district also boasts 7,000 hotel rooms within a 5-minute walk.
For industry professionals, this means simplified planning: a plenary session, a workshop in a historic library, and a gala dinner under a glass roof are now executable without the need for transportation, transfers, or coordination issues.
Sustainability and Circular Economy Brussels places its heritage legacy at the service of a living event infrastructure. Ariane Deguelle, CEO of SQUARE, highlights the strategic value of the proposal:
“This initiative embodies a circular economy approach to destination development. Instead of building anew, Brussels Convention Street leverages existing institutions, shared resources, and soft mobility to reduce the carbon footprint of events while amplifying their impact.”
The destination’s sustainable commitment is backed by certifications such as ISO 20121, Green Key, and the Brussels Health Safety Label.
The Heart of Brussels for Conventions Brussels Convention Street is not just a corridor of buildings. BOZAR (Palace of Fine Arts) was designed by Victor Horta, the master of Art Nouveau and Art Deco. Interestingly, the building is mostly underground so as not to block the view from the Royal Palace toward the city. This creates an atmosphere of constant “rediscovery” when moving through its halls. Additionally, one of KBR’s highlights is its rooftop restaurant, Albert, which focuses on seasonal and local products. Furthermore, the Gold Hall is famous not only for its 1,200 seats but for its acoustics and “spaceship” aesthetic that contrasts with the surrounding historic buildings.
In terms of logistics, this district is literally situated on top of Brussels Central Station. You can step off the train from the airport and be in the lobby of SQUARE in less than 5 minutes on foot. This allows international attendees to arrive from other European capitals and navigate their entire agenda without ever needing a taxi or a bus.