Branding a unique neighbourhood in Brussels
Tour & Taxis is unlike anywhere else in Brussels. It began as a pioneering freight hub with water, road and rail connections, and has grown into a lively urban destination. Today, the site supports a wide mix of uses. There are office spaces for both creative and professional firms—ranging from advertising agencies to major consultancies like Deloitte. Food and beverage venues are spread across the site, including cafés, restaurants and a food market. Large-scale event spaces accommodate exhibitions, conferences, performances and community gatherings, contributing to the area's dynamic and changing rhythm.
This transformation is part of a much longer story.
The site has its roots in the Thurn und Taxis family, who were responsible for managing postal systems across Europe as far back as the 16th century. In the early 1900s, Tour & Taxis became one of the most advanced logistics centres in Europe. It brought together different transport modes on a single site, which was a bold and forward-thinking move for the time.
The buildings reflected this ambition. Gare Maritime was among the largest freight stations ever built in Europe, designed with steel and glass on a monumental scale. The Royal Depot managed customs and warehousing. As freight operations moved elsewhere, the site fell out of use. For decades, it remained largely empty.
That has now changed. The regeneration of Tour & Taxis shows how industrial heritage can become part of a vibrant, mixed-use community. It is a place that holds on to its history while welcoming new life.
And with that transformation comes a challenge.
Tour & Taxis is popular, but not always easy to navigate. Visitors often had trouble finding the right entrance. Event attendees arrived at the wrong building. Tenants received constant calls from lost guests. Everyone was working hard to make the place thrive, but people still struggled to find their way.
Project
Tour & Taxis
Client
Nextensa
Collaborators
Location
Brussels Belgium
Size
Project Build Cost
Focus
Wayfinding
Placemaking
The challenge: navigability, identity, and flow
The site has developed gradually over time, and that brings complexity. It hosts a wide mix of people and purposes. One person may be looking for lunch and a wander. The next might be heading to a business meeting or an international event.
This kind of environment needs more than a standard signage system. It needs a strategy that can:
Create clear, logical paths through a large and layered site.
Support frequent events with wayfinding that adapts as needed.
Help people who are exploring as well as those with a fixed destination.
Make sure commercial visibility supports, rather than disrupts, the overall experience.
Every element of the system also needed to contribute to a stronger sense of identity. Wayfinding, here, had to be part of placemaking.
What we did
We approached the site with a clear focus on people. Using environmental psychology, journey mapping and brand-led thinking, we created a strategy grounded in how visitors actually experience the place.
One of the guiding principles was the contrast between exterior and interior environments. Outside, the wayfinding system had to compete visually with large, impressive buildings and bold architectural forms. To meet that challenge, we introduced large-scale signage elements that are clearly visible from a distance, making it easier for visitors to orient themselves within the wider site.
Inside the buildings, the approach shifts. Here, we draw on the principle of 'being lost with confidence'. We assume that most people enjoy exploring and discovering a space, rather than being directed every step of the way. Signage inside is more integrated into the architecture, designed to support orientation without dominating the environment. However, where critical information is needed—such as directions to exits, cafés or toilets—we introduce the same kind of bold, highly visible elements used outside. This layered approach ensures that people feel both free to explore and supported when it matters.
Our process included:
Workshops with tenants and site managers to understand different needs, common issues and future plans.
On-site analysis of movement patterns and signage across key touchpoints.
Two creative concepts developed and tested, each offering a distinct approach to tone and structure.
Close coordination with the in-house graphics team to ensure the outcome worked across signage and digital media.
We chose to use the historic names and characters of each building—Gare Maritime, Hôtel de la Poste, Royal Depot—rather than abstract codes. This kept the system anchored in the identity of the site.
We also considered the role of movement and priority flows. For example, Parklane, the main pedestrian route through Gare Maritime, was treated as a high-value path to support visitor traffic to SHEDS 4 and the Food Market.
From wayfinding to place branding
The final outcome supports navigation and reinforces character. It helps visitors understand where they are and what this place is. It builds familiarity and connection through the wayfinding experience itself.
Our design principles were clear:
The doors matter. Every route leads to a named entrance.
Keep it simple. Street and square names add texture, but they don’t get in the way.
Support tenants. Long-term businesses are visible; temporary events are handled flexibly.
Use sustainable materials. Every element is designed to last and to adapt.
Make help easy to recognise. Digital displays are clearly presented as support tools.
Outcome
The result is a consistent and flexible wayfinding strategy that grows with the site. It connects people, buildings and stories. Tour & Taxis is easier to navigate, more enjoyable to visit, and more recognisable as a place with a clear identity and purpose.
One point worth noting relates to the implementation of directional arrows on the signage. Our usual approach is to position arrows on the same side as the direction they indicate—right arrows on the right side, left arrows on the left. This reinforces comprehension and makes signs easier to scan and follow. Arrows pointing up (indicating forward or further down a route) are typically placed at the top of the sign, either on the left or right depending on the layout of other directions shown. This system helps users quickly distinguish between multiple directions at a glance.
In this project, as in several others, the client opted to have the signage manufacturer also produce the artwork. That decision often comes from a perception that it’s a straightforward task. But design details like arrow positioning affect function. In the final result, the arrows do not follow the paradigm we usually apply, and we believe the system would be more intuitive and effective if this approach had been followed.
