The Belgian design scene is vast and diverse. Belgian institutions are always at the forefront of supporting the people, new projects and products that make our country dynamic and unique.

Magazine

published on 09.08.2021

Article

HAPPY ANNIVERSARY!

For the past ten years, BELGIUM IS DESIGN has aimed to promote Belgian design around the world, connect Belgian talent with professionals in the sector by participating in key events and organising B2B meet-ups.

Belgium is Design is an initiative by the Belgian regional institutions that promote design:
Flanders DC
MAD, Home of Creators
Wallonie-Bruxelles Design Mode

Read more on Belgium is Design 10th anniversary:
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The roots of BELGIUM IS DESIGN trace to Milan. In 2006, initiatives led by Belgian institutions that promote design made their début during Milan Design Week. They first collaborated the year after, using the name [les belges] for a shared communication. In 2011 they decided to exhibit in a single location and communicate as one for the first time. They sought a new name for this project, one that was stronger and more impactful on the international stage.

Belgium is Design: a statement that unites all of the partners and which still holds true after ten years!

The name was taken after the Design Vlaanderen (now known as Flanders DC) had presented its 6th Design Triennial at the Grand-Hornu museum (Mons – B), which was entitled BELGIUM IS DESIGN in automn of 2010. This brought together Lise Coirier as the curator, Stefan Schöning as the set designer and Raf Thienpont as the graphic designer.

Since then, BELGIUM IS DESIGN has been revamped with a brand-new identity, which was created by the Brussels-based studio Kidnap Your Designer. This identity is firmly rooted in Belgian culture. It recalls the Alfphabet font, a symbolic fusion of linguistic diversity that has been used on the country’s road signs for a long time.

2011, BELGIUM IS DESIGN WAS BORN!

During the 2011 edition of Milan Design Week, Belgian design organisations decided to exhibit in a single location and communicate as one for the first time. They sought a new name for this project, one that was stronger and more impactful on the international stage: Belgium is Design was born.

The first Belgium is Design presence was at the prestigious Pinacoteca di Brera with the exhibition “Lightness: light and lightness in Belgian design” curated by Giovanna Massoni and organized by WBDM and Design Vlaanderen (now Flanders DC). Alongside, Designed in Brussels (now MAD, Home of Creators) showcased an overview of the 25 designers promoted with the 100% Designed in Brussels programme over the past 5 years.

Light and Lightness in Belgian Design 2011 (c) Serge Anton — Light and Lightness in Belgian Design, Pinacoteca di Brera - 2011 (c) Serge Anton
Curated by Giovanna Massoni

FUORISALONE

Since 2011, Belgium is Design counts 8 exhibitions in the Fuorisalone and showcased more than 130 designers and companies by arranging high-quality exhibitions in prestigious settings.

Generous Nature, Zona Tortona Opificio 31 - 2019 (c) Jeroen Verrecht — Generous Nature, Zona Tortona - 2019
A 2-year project which brought together 20 Belgian designers and companies around the issue of sustainable design, the forest and its ecosystem aiming at developing a new product, exploring technical know-how and manufacturing tools or exploiting an innovative material.
(c) Jeroen Verrecht

Belgitude, Palazzo Litta - 2017 (c) Marek Swoboda Photography — Belgitude, Palazzo Litta - 2017
Curated by Siegrid Demyttenaere
10 projects focusing on know-how, cooperation, dialogue, as well as local production and notion of time.
(c) Marek Swoboda Photography

Belgian Matters, Palazzo Litta - 2016 (c) MikoMikoStudio — Belgian Matters, Palazzo Litta - 2016
Curated by Siegrid Demyttenaere
13 exclusive duos of designers and companies, the latter often coming from sectors far removed from that of furniture design.
(c) MikoMikoStudio

Confronting the Masters, Pinacoteca di Brera - 2015 (c) BiD — Confronting the Masters, Pinacoteca di Brera - 2015
Curated by Belgium is Design
An exhibition showcasing the 10 winners of the Designer of the Year award since 2006.
(c) BiD

Reflections, Triennale - 2014 (c) Giulia Iacolutti — Reflections, Triennale - 2014
Curated by Inge Vranken
The exhibition has two standout strands: products chosen for their ability to reflect light and mirror images, emerging both literally and incidentally. Some first presented in Milan, while others illuminate the country’s reflective designs over the last decade. Reflections also acknowledges the Belgian engineers who invented the mechanization of flat glass.
(c) Giulia Iacolutti

The Toolbox, Triennale - 2013 (c) Serge Anton — The Toolbox, Triennale - 2013
Curated by Giovanna Massoni
This exhibition presents an overview of current design in Belgium, 150 years after the birth of Henry van de Velde. Design is research, creativity and innovation. It is also know-how and technical competence, quality of manufacture, work and employment. The aim of this exhibition is to give credibility and value to the existence of an inter-regional industrial and creative scenario that is strong in its diversity.
(c) Serge Anton

Perspectives, Triennale - 2012 (c) BiD — Perspectives, Triennale - 2012
Curated by Giovanna Massoni
What is the future of contemporary design? What obstacles will it face? And what will we find beyond? Through a collection of prototypes, products, services, projects and systems, Perspectives provides intriguing, thoughtful and playful perspectives from which to consider the influence and impact of design on everyday life, whether parallel, incompatible, harmonious or divergent.
(c) BiD

SALONE SATELLITE

Running at the Salone del Mobile.Milano since 1998, SaloneSatellite was the first event to focus on emerging designers under 35 and an unrivalled place for connecting with the industry and acts as a significant springboard in the career of the designers.

Since 2011, no fewer than 76 designers have been able to showcase their creativity thanks to Belgium is Design collective presence.

SaloneSatellite 2019 (c) Jeroen Verrecht

SaloneSatellite 2017 (c) Marek Swoboda Fotografia

SaloneSatellite 2014 (c) Giulia Iacolutti

SaloneSatellite 2018 (c) Marek Swoboda Photography

MAISON & OBJET

The year 2012 marked the beginning of an annual participation in the Maison&Objet trade fair in Paris. The goal is to support Belgian brands and designers in exploring the fair and the prospects of concrete commercial benefits.

Maison&Objet 2018 (c) Marek Swoboda Photography

MILAN, PARIS & BEYOND

Other one-time appearances at international trade fairs and events have marked the progress of Belgium is Design.

Textiles Revealed - WBDM 2019 (c) Leon Cato Photography — Textiles Revealed
New York Textile Month - 2019
Curated by Li Edelkoort & Filip Fimmano
Organized by WBDM
Textile, an industry that has always been part of the Belgian landscape. Acknowledging the know-how of the past, a new generation of 11 textile designers is working with passion, pushing research and the use of new technologies.
(c) Leon Cato Photography

Stockholm Furniture & Light Fair, Greenhouse section - 2019 (c) Eline Willaert
Organized by FlandersDC, MAD Home of Creators and WBDM

D2B - DESIGNERS TOWARDS BUSINESS

Every year, Belgium is Design organises a meeting between designers and international companies. This is a unique opportunity for designers to present their work to companies in search of new products. Since we have been organising this, more than 50 companies have come to Belgium and several collaborations have emerged from these meetings.

Also discover our publications, professional tools presenting a selection of Belgian talent:
Designers from Belgium #1 - Product Design
Designers from Belgium #2 - Textile Design