the question

Tour & Taxis is a beloved location for many residents of Brussels, and is known for its iconic buildings. With Lake Side, Nextensa provides a major upgrade of the site, with almost 700 residences, large office spaces and hospitality establishments. This makes Lake Side one of Belgium’s most ambitious and largest new construction projects. From 2028, Proximus will move into the office towers, making Lake Side its new headquarters.

This causes strong engagement of the neighbourhood, the local authorities of Brussels and Molenbeek, the Brussels-Capital Region and many other stakeholders. Nextensa brought us on board to build trust around the project and to secure the permit. We are also managing the community engagement during the construction phase.

successful proximity communication starts with a clear strategy

This called for a clear communication strategy, accounting for the positioning of Lake Side, proximity communication with attention to the press, and site communication to guide the neighbourhood through the construction phase.

our impact

By focusing on proximity communication during the permit phase, including the organisation of information sessions during the public inquiry period, Nextensa succeeded in securing the long-awaited permit. As a result, the construction could start in 2026.

communication strategy

Development of an overarching communication strategy, including stakeholder analysis, core messages, Q&As and a crisis communication plan.

stakeholder management

Organisation of stakeholder events during the construction phase, both for political actors and for Proximus as future tenant of the new office buildings.

proximity communication

Creation of a Lake Side newsletter, project website and creative site closures, as well as the organisation of information markets for vendors and local residents.

project communication

Development of a dedicated project website and newsletter, and development of Lake Side as a ‘brand’ within the structure of Nextensa and Tour & Taxis.

PR & press events

Organisation of press and partner moments, development of a strategic press approach, camera training for Nextensa and drafting of press releases.