THE QUARTIER AVENUE LOUISE - BOULEVARD DE WATERLOO

glamour and elegance

Map and public transport

Louise metro

Palais de Justice

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Paris has the Champs Elysées, Barcelona the
Ramblas, New York has Fifth Avenue and
Brussels has avenue Louise and boulevard de
Waterloo! In the XIXth century all the great
capitals had their promenade for the middle
classes. Léopold II, Belgium's “Builder King“,
created his own and called it after his eldest
daughter. Since then, avenue Louise has become
the muse of designers. Lined with grand town
houses including the ones designed by Victor
Horta, the avenue is home to the Maison Natan,
which opened the very exclusive Natan Couture
there, exclusively for tailor-made clothing. It is
in this magical place that Edouard Vermeulen,
the designer, makes clothes for the princesses
of the Royal Court and others in high places.
Just a few steps from there, Dominique Rigo
offers creations by the big designers: Poliform,
Knoll, Vitra, Cassina, while Senteurs d'ailleurs
blazes new olfactory trails, with uniqueness
not the least of its qualities.
Another shining star in the firmament of Belgian
and Brussels design, Olivier Strelli, set up his
sparkling store in an absolutely top-class boutique
close to Roger, hairdresser to the Queen. Chine
shines with the transparency of its ephemeral
20 / 21 THE QUARTIER AVENUE LOUISE - BOULEVARD DE WATERLOO
materials, wonderfully highlighted in a Zen-like
salon that's an invitation to relaxation and
tranquillity.
As you draw closer to the “Louise bottleneck“,
one of the capital's most attractive shopping
areas, Belgian and new labels take precedence,
such as Bellerose, then Mer du nord, Riverwoods,
COD or the very new French Speaking, rue Jean
Stas. Well worth noting is the very international
Librairie de Rome, open 7 days a week, year
round: a key haunt for most of the capital's
Eurocrats!
International labels are widely represented
alongside these 100% pure Belgian products.
Max Mara, accompanied by its younger sister
© Dany Venlet - Man Chi Chair
Max&Co, Maud Frison, Clergerie are worthy
representatives of them, or the multi-label
Francis Ferent.
Near Porte Louise, opposite one of the most
famous Belgian signs among the big stores
Galeria Inno and Bouvy, a symbolic Belgian
multi-brand store, don't miss Holemans, a
super-talented jeweller's, making dream jewellery
for young fiancées and femmes fatales! The
son and grandson of expert jewellers, Thierry
Holemans works there tirelessly on stones and
precious metals, continually pushing back the
boundaries of the imagination until he creates
a living ring that symbolically sets the seal for
ever on the newlyweds declaration “I do“.
Opposite boulevard de la Toison d'Or - note that
Brussels boulevards don't bear the same name
on either side of the main avenue! - is boulevard
de Waterloo, which has become indisputably the
most stylish in the capital.
The biggest houses have chosen this area,
lined with mansions, as home to their exclu-
sive stores: from Gucci to Giorgio Armani,
including Chanel, Christian Dior, Gucci, Louis
Vuitton, Hermès, Yves Saint-Laurent, Tod's or
Boucheron, Gianni Versace or Salvatore
THE QUARTIER AVENUE LOUISE - BOULEVARD DE WATERLOO
e
nd eleganc
glamour a
On avenue Louise
Holemans at number 3,
Ferragamo, not forgetting Ralph Lauren or Belgian furniture design. Specialising in fitting Galeria Inno 12,
Façonnable. out offices or loft apartments, this place is a real Max Mara 19,
River Woods 41,
Scapa of Scotland, a eulogy to sporty modernity, sight for sore eyes and a treat for the senses. Francis Ferent 60,
and Xandres were the first Belgians to make From one piece to the next, the materials reveal Maud Frison 67,
their full beauty to the light, fine and soft, Olivier Strelli 72,
their mark on this unique stretch of pavement, Chine 82,
next to the prestigious Maison Delvaux. perfectly finished, their shape inviting us at times Mer Du Nord 89,
to work, at others to rest. The gallery and its Senteurs d’Ailleurs 94,
Defending, with inimitable talent, the Brussels Dominique Rigo 182,
flag at international level, this fine leather goods designs are truly eye-catching and original! Even Natan 158
shop is continually reviving its passion for leather the designers Ann Demeulemeester and Dirk Chaussée de Charleroi
as well as, more recently, for unusual materials Bikkembergs have joined in the Bulo adventure Clergerie at number 1,
and made their first designer furniture. Bellerose 5
such as Ostrich leather, sheepskin or fish skin. Rue Jean Stas
The rear courtyard reveals the designs of The opening of the eagerly-awaited lI de B Talking French at number 16,
Johanne Riss, Lycra dresses that hang beauti- Lifestore was a big event. Its unique concept Librairie de Rome 16a
fully. Surprisingly simple and accessorised with gathers together, in one sumptuous place, a Avenue de la Toison d’Or
Bouvy at number 52
silk ponchos and jewellery, they flatter the beauty range of carefully-selected pieces for men and On Boulevard de Waterloo
of all women and are available as evening women, together with an interiors area, a Bulo at number 11,
dresses and ready-to-wear. Men will also find super-comfortable bar area and a beauty room. Delvaux et Johanne Riss 27,
I de B Lifestore 49,
surprising and particularly becoming designs This unique environment proudly displays the Donaldson 54,
there. initials of Ingrid de Borchgrave, a muse for sonia Rykiel 56.
fashion in Brussels. Having made her debut age
zoom Herit
Very recently, the world of the Donaldson
family and of the character Mickey Mouse has near rue Antoine Dansaert for Cortina, she is
moved to the much-talked-about boulevard, also credited with the opening of the first
opening a spacious flagship store there. Armani store in Brussels, before setting up L’ Hôtel Solvay
Emporio in Sablon and Dior on boulevard de • 224 Avenue Louise
Another new feature has been added to the • Tel: +32 (0)2 647 37 33
Brussels' landscape with the arrival of Bulo, a Waterloo! This imposing town house was built by Victor Horta in 1894 for
the Solvay family. Visiting possible by appointment, from Monday
heavenly design gallery dedicated entirely to to Friday and Saturday mornings (only for groups).
Tell us…
… edouard Vermeulen for NATAN
Edouard Vermeulen presented his first collec-
tion in 1984. For several years, he has been
designing clothes for the royal families of
Belgium, Sweden, the Netherlands and
Denmark. He has been able to develop a style
that's perfect for the modern, stylish working
woman.
Why choose avenue Louise?
Because it forms a coherent environment where
luxury is a way of being and a way of life.
Which is your favourite district?
Old Brussels, in the lower part of the city,
because it exudes authenticity.
LWhere do you like to relax, have lunch or a
“
drink?
At Easy Tempo, rue Haute, in les Marolles.
22 / 23 THE QUARTIER AVENUE LOUISE - BOULEVARD DE WATERLOO
… olivier Strelli
Strelli made his debut in the world of fashion in the late seventies.
Today, Strelli is one of the biggest companies on the international
fashion scene and is a figurehead of Belgian creativity in the
up-market ready-to-wear range. For Strelli, fashion is a world of
subtle materials and shades, highlighted with original prints.
Why did you choose avenue Louise?
The Olivier Strelli sign has been in the upper part of the city
for more than twenty years now. I chose this area because of
its prestige and high-class stores. On the other hand, I opened
a second store on rue Antoine Dansaert five years ago in order
to be part of the dynamic growth of a booming “fashion“ district.
If, in a few words, you were to describe Brussels as a city of
creative design, what would you say?
Talent, humour and warmth and friendliness.
VWhich is your favourite place for having a drink or eating out?
The Lola, a restaurant in Grand Sablon, the Marie Joseph
at Quai au Bois à Brûler and the Idiot du village, rue
Notre Seigneur in les Marolles.
“
© Etienne Tordoir