BROEKLIN Brussels – MIPIM Cannes
BROEKLIN Brussels - Uplace at MIPIM Cannes
- 2025 | Brand Strategy & Concepts, Creative Production
Set to become Belgium’s largest retail and leisure destination, BROEKLIN Brussels developed by Uplace is gearing up for construction in 2026 in Machelen. Built on the foundation of sustainability, the project will embrace circular construction methods, energy-efficient design, transparent product sourcing, and will feature an innovative urban farm.
For the commercial kick-off of this development, our team was entrusted with creating a trade booth at MIPIM – the world’s leading real estate exhibition. The goal was to bring the essence of BROEKLIN Brussels to life in a way that was both immersive and impactful.
Inspired by BROEKLIN’s core values, we designed an open-concept booth that served as a life-size architectural model of the project. The structure featured three distinct spaces, each representing a key element of the BROEKLIN Brussels project and creating its skyline on the booth.
The first, an integrated meeting room, mirroring the office spaces that will be part of the development.
The second, an interactive open space, designed to draw visitors in with an eye-catching videowall reflecting the entertainment and technological advances that will be implemented in BROEKLIN Brussels, complemented by a scale model which served as a conversation starter.
The greenhouse-style coffee shop on the right, symbolized BROEKLIN’s lifestyle and retail experience. Guests enjoyed sustainably sourced coffee and tea from a local Belgian roaster, aligning with the project’s ethical and sustainable vision. Every detail was taken into consideration from branded cookies to BROEKLIN Brussels shaped name badges.
Every aspect of the stand was designed with sustainability in mind, using responsibly sourced and reusable materials to reinforce BROEKLIN’s commitments.
To infuse culture, energy, and community into the space, our team transformed the booth into an experience for one afternoon. A live DJ and saxophonist brought funky, vibrant beats, while guests enjoyed locally brewed Belgian beer—further emphasising sustainable, locally sourced craftsmanship.
By standing out in both design and experience, the stand garnered unmatched attention at MIPIM. Being one of the few stands that broke away from convention, the concept attracted investors and retailers alike, sparking meaningful conversations and generating several leads. The integrated meeting room provided a great addition, being secluded enough for private conversations while immersing the visitors into the BROEKLIN vision, offering them a view into the essence of the project and setting the stage for what the future holds.