A new identity for Belgian real estate

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Visitors’ record for the MIPIM Belgian Pavilion

MIPIM, a four-day real estate exhibition held in Cannes, is one of the most prestigious property trade fairs in the world. Each year it brings the most influential players in the international real estate market together, while it is also the stage where dozens of new and prestigious projects are unfurled. Since 2014 hooox has been responsible for all communications as well as the décor of the much-visited Belgian Pavilion, Surreal Estate. 

The plan

Cooperation reaps its own rewards, and that includes the property sector. After participating in MIPIM a number of times at a regional level, the Belgian regions, cities and partners came to understand that a cooperative approach was much more appealing. So Hooox took the initiative to launch a national pavilion, and it was a great success. The number of Belgian MIPIM participants doubled and the number of foreign visitors grew fourteen-fold within five years.

The mission

The Belgian Surreal Estate pavilion is an exceptional asset for bolstering the position of Flanders, Brussels, Wallonia and their cities and companies in the international real estate market. The Belgian aim was to become one of the leading nations at the show and to highlight its function as a meeting point for the many Belgian attendees. Mission accomplished!

The hooox touch

In 2017 we completely overhauled the Belgian Pavilion, all the way down to redecorating the famous Palais des Festivals staircase. Hooox provided a professional framework (that included a conference hall and an exclusive terrace with a view over the harbour) as well as quality content and international keynote speakers that ensured the Pavilion was packed, time and time again.

Bigger is better

Thanks to the spectacular expansion of the Pavilion at a number of levels, it would have been very difficult for the 26,000 visitors not to see the Belgians from the Promenade de la Croisette, and we learnt as much from the visitors’ numbers. Moreover, an increasing number of international investors attended the many conferences held at the Belgian Pavilion.

The numbers tell the story

The MIPIM 2018 Belgian Pavilion was visited by no less than 8,256 people, an 11% increase over 2017. The number of participants also increased, with Belgium now in the top four among countries in attendance at Cannes. The partnership between the chief partners and hooox has also been extended to 2020. We look forward to continuing on this good news story.

Visitors at the Belgian Pavilion
Visitor increase

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