brussels.HUB

For brussels.HUB, we transformed an unfinished space in the heart of London’s Regent Street into a temporary brand activation showcasing a diverse collection of Belgian brands. The existing space combined beautiful listed marble wall panels with unfinished plasterwork and plywood flooring, so our approach was deliberately considered, working with the building’s original character rather than competing with it. Simple satin-white panels framed the marble and created a flexible, gallery-like backdrop where everything from fashion and accessories to Belgian food products could take centre stage.

The experiential design took a light-touch approach, with linen-style ceiling drapes adding softness and movement, contrasted by a dark, charred-timber-effect floor and suspended heritage lighting that made use of the impressive ceiling height. With no mechanical fixings permitted in the walls or ceilings, we developed freestanding features that stopped just short of the original surfaces, protecting the listed details while delivering the design as intended. We also overcame the practical challenge of introducing a bar and toilet despite plumbing being located around 10 metres away, resulting in a carefully considered activation that worked creatively and practically within a challenging heritage space.