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"Entre deux places' analysis and strategic positioning

Presentation :

The Saint-Josse Atrium branch wanted to use an urban marketing and positioning tool as a basis for its initiatives aimed at re-energising the business district through analysis and objective planning.

The request to establish the idea as an official project was actually stamped "rejected" by the Brussels-Capital Region, because they thought it was such a good idea that they decided to apply it to a number of shopping areas. This gave rise to the famous "Future prospects outlines".

As far as the Saint-Josse Atrium branch was concerned, this new project application represented a continuation of the analysis begun when creating the Meltingshopping image and concept.

Note: This document is a summary of the document sent by the Saint-Josse Atrium branch as a response to the project application. It was never implemented as such because the Region took over the project and ran it in a different way. See the Future prospects outline.

Objectives :

To have a survey carried out by a specialist bureau on the Madou district and more particularly the Madou-Louvain-Scailquin block. This survey focuses mainly on the innovations which should be developed, both by the public authorities (Municipality, Region and Federal Area via Beliris) and by private partners (existing brands on the Chaussée de Louvain, promoters, etc.). Once the partners (particularly the promoters) have examined and assessed the survey findings, the survey will serve as a foundation for the advertising campaign for the commercial redeployment of the district.

District(s) concerned :

Initially the project will focus on the entre deux places [between two squares] area, but this is an ambitious project and should provide for the medium- and long-term development of the remaining commercial areas around the Chaussée de Louvain (Rue Willems, second section of the Chaussée de Louvain, Rue Verbist).

Project completion dates :

The survey and positioning stage should be completed by early 2007. An advance report will be drafted at the beginning of November 2006 for the purpose of seeking partnerships when we take our place with the MAPIC.

Target group(s) :

• Public and private decision-makers
• Residents – Traders – Regular customers
• New customers

Results expected :

In the context of the new Place Saint-Josse layout, it was important to plan the layout of both public and private space in the Chaussée de Louvain, Rue Scailquin and the new Rue Pol Lenders; the purpose of this was to connect Place Saint-Josse with Place Madou via a harmonious space.

• Analysis of the district’s broad development potential
• Residents and regular customers satisfied by the commercial offering
• Development of a new customer base and greater attractiveness and accessibility of the district
• Identify new solutions to the poor layout of the public spaces
• Pedestrian comfort to be upgraded

Project partners :

1. The municipality of Saint-Josse, represented by Mr. Marc Bertholomé
2. The entre deux places traders' association, represented by Mr. Paul Sterck
3. Carré Associates advertising agency
4. Beliris for the layout of Place Saint-Josse
5. Château-Promotion for the Rue Pol Lenders real estate project
6. Everybody who contributed to and approved this project and the municipal services involved (city planning, public works, etc.)
7. Future promoters and investors

Project promoter :

• Saint-Josse Atrium