Brussels Unveils Convention Street at IMEX Frankfurt

At IMEX Frankfurt this May, Brussels will officially launch Brussels Convention Street, marking a bold new chapter in how the Belgian capital approaches international business events.

More than a simple cluster of venues, it is a fully walkable, integrated convention district that turns the city centre into a ready-made event stage and a clear statement of intent from a destination long defined by reinvention.

Anchored by SQUARE – Brussels Convention Centre and visit.brussels, and brought together with four iconic neighbours — BOZAR, KBR – Royal Library of Belgium, the Royal Museums of Fine Arts of Belgium, and BELvue Museum — Brussels Convention Street offers more than 25,000 m² of net event space, over 9,000 seats, and 42 meeting rooms across one of Europe’s most historically rich urban corridors.

From a 2,200-seat auditorium to candlelit museum halls designed for receptions, everything sits just minutes apart along the Mont des Arts. The experience is deliberately frictionless: pedestrian-only connections, seamless access, and no need for shuttles or transfers. Around 7,000 hotel rooms are also located within a five-minute walking radius, reinforcing the compact nature of the district.

For event professionals, this unlocks a new level of flexibility — a plenary at SQUARE, a workshop in a heritage library, a gala dinner beneath a glass roof — all achievable within a single, continuous urban experience.

Brussels has long been a guardian of cultural heritage. Now it is actively transforming that heritage into a living event infrastructure.

Ariane Deguelle, CEO of SQUARE – Brussels Convention Centre, says: “The initiative embodies a circular economy approach to destination development. Rather than building anew, Brussels Convention Street harnesses existing institutions, shared resources and soft mobility to reduce the carbon footprint of events while amplifying their impact.”

Sustainability is embedded throughout the district, with partner venues holding certifications such as ISO 20121, Green Key, and the Brussels Health Safety Label — underscoring a destination that aligns environmental responsibility with high-quality delegate experience.

The message from Brussels is unmistakable: in an era where event design is increasingly driven by purpose, a city that knows how to reinvent itself — and has the cultural depth, infrastructure, and will to bring people together — offers something that cannot easily be replicated.
 

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