L'Auberge Espagnole sets up shop in Forest

After Woluwé and Anderlecht, it’s Forest’s turn to host hub.brussels’ itinerant Auberge Espagnole. The goal? Revitalize a neighborhood by temporarily occupying a vacant commercial space, while giving future shopkeepers the opportunity to test themselves in real-life conditions. This time, it’s the turn of the 10 artists-upcycleuses from the Tof collective to put their dream into practice, from February 3 to a stone’s throw from Place Saint-Denis.

hub.brussels has 4 “L’Auberge Espagnole” business incubators throughout the Brussels-Capital Region. The first two, in Jette and Etterbeek, are permanent and can be occupied for a period of 3 to 4 months by anyone wishing to try out life behind a counter.

The one in Woluwé-Saint-Lambert is entirely reserved for craftsmen. And the last one is special in that it moves every 6 months from municipality to municipality. With Forest as its new stopover.

A winning formula

In addition to a beautiful commercial space, l’Auberge Espagnole candidates benefit from free, tailor-made coaching (marketing, digital strategy, press relations, commercial design) before, during and after incubation.

Since the project’s launch in 2016, 140 business candidates have been launched in an Auberge. Of the 48 projects supported, 38 (80%) have gone on to become permanent businesses in Brussels. Proof, if any were needed, of the effectiveness of the program, not only for the entrepreneurs, but also for Brussels.

What’s more, the formula is popular: 90% of participants would do it again in a minute. The Auberges Espagnoles also offer over 1,300 hours of individual coaching and 65 events. Success stories include Sample, Medina Fairlab, La Fiancée du Bijoutier, MIEU and Urban Gardener, now open in Brussels, Etterbeek, Schaerbeek and Ixelles.

“Our business incubators offer all the people of Brussels the chance to test their business dreams under real conditions and at lower risk. I’m delighted that we’re working hand in hand with the local authorities to reveal tomorrow’s retailers in the heart of Brussels’ neighborhoods,” explains Isabelle Grippa, CEO of hub.brussels.

TOF, a collective of creative women

For the next three months, it’s TOF’s turn to run the store. Behind this artisanal, local, feminine and sustainable brand are 10 Brussels-based designers from the Green Fabric shared workshop and textile fablab in Forest. Each garment, decorative object and accessory has been crafted by golden Brussels fingers.

What you need to know:

• Open from February 3 to April 26, 2024
• Opening hours: Tuesday to Saturday, 11am to 7pm
• Address: Jean-Baptiste Vanpéstreet 52, 1190 Forest