Brussels House Milan blows out its first candle
On 2 February 2024, our Brussels House Milan blew out its first candle. This Brussels enclave in the heart of the business district has a dual purpose: to promote the economy, tourism, creativity and culture of the Brussels-Capital Region, and to provide a working and networking space for our local teams and Brussels-based companies interested in the Italian market.
Strategically located on the ground floor of Milan’s new Porta Nuova business district, the Brussels House is well worth a visit: a bright, stylish space whose 120 m2 exude Brussels’ know-how and soft skills. Bicycles, jewellery, fashion and design accessories, all graciously loaned by Brussels-based companies, serve as a backdrop for the many flagship events held here on a regular basis.
The capital of Europe taking up residence in the capital of fashion
Milan was not chosen to host this first Brussels House at random. As the capital of fashion, design, architecture and Italian gastronomy, it offers plenty of business opportunities for Brussels’ creators and craftspeople wanting to develop internationally.
As the 8th largest customer in terms of goods, Italy is also an important market for Brussels. With Brussels House, our region now has a considerable asset with which to nurture the growing interest from this country.
“Italian companies love coming to Brussels House. The Made in Brussels items displayed in the space create a sense of warmth and belonging, almost as if visitors were already at home. This feeling is reinforced by the tailor-made support we are committed to providing,” explains Guglielmo Pisana, our economic and commercial advisor in Milan.
The items on display have been generously loaned or even donated by Brussels jewels such as Cowboy (bicycles), Brussels Beer Project (beers), PermaFungi (mycelium decor) and Buddy Buddy (spreads). The items exhibited are rotated between the Brussels House in Milan and the one in Barcelona, so they travel between the two. In all, almost 80 Brussels brands have been showcased, representing over 220 unique pieces.
A place where business and culture come together
“The architecture of the site reflects the image of our institutions: dynamic and innovative. With Brussels House, we’re getting off the beaten track by proposing a different approach to the economy, intrinsically linked to culture and tourism, two of Italy’s strengths.“
The headquarters of the Brussels tourism promotion agency visit.brussels are also located in Brussels House. Both organisations already had an office and a representative in the capital of fashion. Relocating these two Brussels-based institutions to a single site will give Brussels a stronger, better coordinated and more consistent international presence. It also allowed operating costs to be reduced.
“Our identities complement each other. It therefore makes sense to promote Brussels to tourism and business targets with the same selling points, increasing our capital’s impact. Combining our skills makes sense and opens the door to unexpected opportunities,” says Ursula Jone Gandini, visit.brussels representative in Milan.
Brussels House, creating opportunities
Having a space that can accommodate large numbers of guests also makes it possible to organise events that previously had to be held outside.
After 365 days in operation, Brussels House has already served as the stage for some twenty events, notably those as part of Milano Design Week, which attracted no fewer than 700 visitors. A press conference as part of the MiArt trade fair addressed the art gallery sector, and a chocolate and showcooking workshop attracted journalists from the food and tourism sectors, introducing them to Made in Brussels talent.
Brussels House is also a contract-maker, with 20 B2B meetings organised among the elegant secrecy of its colourful curtains designed by Maak & Transmettre. As Guglielmo points out, “Opportunity makes the thief, and we’ve seen a marked increase in the number of support measures since the Brussels House opened. In 2023, 100 support dossiers were opened in Milan, compared to 50 in 2022.”
SuReal is among the companies enjoying success thanks to this support. This Brussels-based consultancy firm helps companies and government agencies in making buildings and urban projects more sustainable. And business is going well for the company, which has just opened a new office in Milan. “The Brussels House in Milan has really aided SuReal’s expansion in Italy. We held our inaugural event there, to which hub.brussels had also invited its contacts. Afterwards, their teams ensured that we had further meetings, which helped to set us on the road to success.”
Our Brussels Houses are for all the people of Brussels. In Milan, as in Barcelona, both companies and partners alike open their doors to you so you can hold and organise events with your prospects. Dare to be yourself!
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