This initiative, unveiled in the Brussels Commissioner for Europe and International Organisations building, aims to balance living and working in the quarter and shift its perception from merely an institutional zone to a vibrant, mixed-use neighborhood.
Rudi Vervoort, Minister-President of the Brussels Capital Region: “I am very pleased with the launch of the new brand for the European Quarter. Today, the European Quarter is mostly seen as an office district for Eurocrats where there is no nightlife and nowhere to relax. The new brand we are launching today should do away with that distorted view. The Brussels Region is also investing in the quarter by creating housing there, 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 there.”
The strategy focuses on sustainable development, improved mobility, and enhancing the functional mix in the quarter. It seeks to develop a neighborhood with diverse housing options, quality public spaces, and cultural activities, while also addressing climate change impacts.
Brussels Minister Sven Gatz, responsible for the image of Brussels: “The European Quarter is an office district. This makes sense: it houses the institutions that are very important to Europe and Brussels. But there’s more. The green Leopold and Cinquantenaire Park, the many restaurants and cafés, the meetings between people. We want to make that more visible. Residents, workers and organisations from Brussels, Etterbeek and Ixelles worked together to develop a new brand for the European Quarter, playing to its strengths. EUQB should thus become more of a pleasant, mixed-use neighbourhood, with more housing and better mobility, attractive public spaces and a touch of culture.”
The brand, reflecting typical Brussels and European characteristics, emphasizes values like inclusion, openness, and accessibility. The new brand identity was created with inputs from residents, stakeholders, and employees in the quarter, highlighting its assets like parks, commercial centers, and museums.
Ans Persoons, Brussels Secretary of State for European and International Relations: “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 capitalise upon the Quarter’s assets. It is a quarter 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.”
The initiative is supported by a collaborative effort involving the federal government, the Brussels Capital Region, and the municipalities of Brussels, Etterbeek, and Ixelles. The new website www.euqbbrand.brussels features the brand’s visual elements, aiming to make the European Quarter a more pleasant, mixed-use area with better mobility, attractive public spaces, and a cultural touch.