BRUSSELS CONVENTION STREET: WHEN THE CITY BECOMES A VENUE

At the heart of the Mont des Arts, SQUARE - Brussels Convention Centre is leading an unprecedented initiative with Visit.Brussels and several major cultural institutions in the Belgian capital: Brussels Convention Street. The principle is simple: to turn the centre of Brussels into a truly integrated convention district, where organisers can combine several neighbouring venues, all within walking distance, to design more seamless, responsible and city-anchored professional events.

Led by SQUARE - Brussels Convention Centre, part of the GL events Venues network, the project brings together four emblematic institutions: BOZAR, KBR - the Royal Library of Belgium, the Royal Museums of Fine Arts of Belgium and the BELvue Museum. Together, these venues offer more than 25,000 sqm of event space, over 9,000 seats and 42 meeting rooms at the heart of a single district.

 

How does Brussels Convention Street turn the centre of Brussels into a convention district?

With Brussels Convention Street, an event is no longer confined to a single building. It becomes part of a coherent urban perimeter, easily accessible on foot, where venues naturally complement one another.

A plenary session can be held at SQUARE, a workshop in a heritage library, a cocktail reception in a museum or a gala dinner beneath a glass roof. All spaces are located just a few minutes from each other, with no shuttle buses or transfers required. Nearby, almost 7,000 hotel rooms complete the offer, making it easier to welcome international participants.

This approach responds to a growing expectation among organisers of congresses, conventions and professional events: to design simpler, clearer and more experiential journeys, while reducing logistical constraints.

 

Why does this project illustrate the role of a GL events Venues network site within its territory?

Brussels Convention Street reflects the mission of GL events Venues: to host, manage, develop and promote event venues in support of their territories. By bringing together neighbouring stakeholders around a shared proposition, SQUARE is positioning itself as more than a convention centre. It acts as a territorial operator, able to connect existing resources, create synergies between institutions and strengthen Brussels’ attractiveness as a MICE destination.

Rather than building new facilities, we rely on existing institutions, shared resources and soft mobility. This is the circular economy applied to events: less carbon footprint, more impact.

Ariane Deguelle, CEO of SQUARE - Brussels Convention Centre.

This vision gives a new dimension to the Venues business: bringing a venue to life, while also activating its environment, enriching audience experience and contributing to the economic, cultural and urban dynamics of a destination.

 

How does Brussels Convention Street respond to the new challenges facing the events industry?

The project is part of a deeper shift in the events sector. Today, organisers are looking for formats that are more responsible, more seamless and more meaningful. Brussels Convention Street addresses these challenges through three key levers: the pooling of existing spaces, soft mobility and the promotion of cultural heritage.

By combining venues already established in the city, the initiative increases the hosting capacity of the Mont des Arts district without creating new infrastructure. It therefore offers a concrete application of the circular economy to the Venues business: making better use of what already exists, sharing resources and creating more value for organisers, participants and the territory.

The partner venues also hold certifications and labels such as ISO 20121, Green Key and the Brussels Health Safety Label, reflecting their commitment to environmental responsibility, quality of welcome and event safety.

 

A federating model serving Brussels’ attractiveness

With Brussels Convention Street, Brussels is affirming a new way of hosting major professional events. The city centre becomes an open-air event space, where heritage, infrastructure, expertise and services come together to offer a comprehensive experience.

For GL events, this initiative illustrates the ability of the Venues division to go beyond the sole management of a site and contribute to the animation and development of a territory. By connecting venues, stakeholders and uses, SQUARE - Brussels Convention Centre helps strengthen Brussels’ attractiveness and makes events a driver of urban vitality.