Brussels’ Dansaert street launches late night shopping during the holiday season

Retailers in Brussels’ Dansaert neighborhood are joining forces to attract more shoppers to the city center. From December 10 to 12, they’re organizing the first-ever “Dansaert nocturnes”, featuring extended hours, entertainment, and gifts. The initiative is intended to become an annual tradition.

Alternative to the Christmas market

About thirty independent boutiques, studios, and restaurants on Antoine Dansaert Street and surrounding streets are participating in the first edition of the Dansaert Nocturnes. On Thursday, December 10, and Friday, December 11, the shops will stay open until 9 p.m. On Saturday, December 12, the event will run until 6 p.m.

With this initiative, local business owners aim to boost the appeal of Brussels’ shopping district and encourage consumers to buy their end-of-year gifts from independent retailers and Belgian designers. Participants include the fashion boutique STIJL, Neuf, and Saint-Martin Bookshop.

“We wanted something different from the traditional Christmas market and to rekindle people’s desire to go out and shop for their gifts. Here, you can meet the creator behind your gift, take the time to chat, and directly support a local designer or retailer. Every gift here has its own story,” say organizers Aurore de Heusch and Joanne Guiraud.

To attract visitors, the storefronts will be festively decorated, and participating shops will offer tastings and other activities. The first customers will also receive an embroidered vintage scarf by designer Aurélie Defez, who gave new life to about a thousand secondhand scarves for the occasion.

Retailers’ own initiative

Behind the “nocturnes” are three local entrepreneurs: jewelry designers Aurore de Heusch (NOJ) and Joanne Guiraud (JG STUDIO), and Brice Wittmann of the Prosper jewelry store. They breathed new life into the neighborhood committee and aim to strengthen collaboration among the merchants.

The “nocturnes” are their first joint project, but their ambitions extend further. The entrepreneurs want to organize annual events that highlight the unique character of the Dansaert neighborhood and attract more visitors to downtown Brussels. The initiative is supported by Ondernemen Brussel and Brussels Major Events.