The Galerie Bortier has recently gone through a revamp and I’m in love!
Why? Let me count the ways…
1. It perfectly aligns with Brussels retail history. Before there were malls and department stores, there were covered passages. And guess where the first one appeared? That’s right! Right here in Brussels! Galerie Bortier isn’t it but it clearly belongs to that heritage, and as a proud Belgian and passionate retail designer I love that this part of retail design history has been preserved.
2. The transformation aligns with the galerie’s own history. For a long time this was THE place for antique bookshops. Today the carefully curated selection of retailers combines F&B and literary offers, sometimes both in the same shop, with a couple of extra relevant surprises. This unique positioning is made clear at the entrance of the galerie with the tag: “taste of culture”.
3. As mentioned above it’s been curated and you can tell! Having worked as a retail design manager I still strongly advocate for retail destinations, be they malls, airports or even high streets, where the offer is carefully crafted so that the selected retailers complement each other. When done right this approach provides a unique collaborative blend of brands and products to customers. As is the case here: you clearly won’t find this mix anywhere else.
4. The fact it’s centrally managed also allows for a unified branding and signage scheme. I love the branded chairs, offering customers picture perfect settings. And even more so, I love the small plaques next to the shop windows introducing each retailer’s story and offering a chance to learn more via QR codes. This unifies the scheme while benefiting each individual shop.
5. The renovation has expertly preserved the unique character of the place. It feels out of time but not outdated.
6. The « just off center » location caters both to tourists who naturally stroll between central station, the Grand Place and the Mont des Arts, AND locals who prefer to avoid the crowds in these main sights. It interestingly feels both like a tourist photo opp and a refuge from the crowd for the locals. A true Belgian compromise if ever there was one!
All of the above provides a destination which perfectly caters to current customer expectations for unique, meaningful, localised, community-focused, immersive shopping experiences.
Next time you’re out strolling in Brussels make sure to visit! It truly stands as a one of a kind treat. And if you’d like more information on this or other Brussels retail destinations, please get in touch! I’ll gladly provide tips and/ or curate a tour just for you.
