the question

With the ZIN project, Befimmo clearly positioned itself in the spotlight within the (international) real estate sector in the fields of redevelopment, multifunctionality and circularity. The former WTC I and II towers were dismantled and the materials were reused or incorporated into the new, unified building.

Thanks to an ingenious zebra concept, the building accommodates a hotel, flats and office spaces. Securing the environmental permit, followed by the demolition and reconstruction works, required a well-considered communication strategy and careful stakeholder management.

a strong project starts with strong relationships with its environment

Local residents, the press and the Flemish Government all played a key role in this process. For the latter, a communication performance requirement applied, following the pre-letting of 70,000 m² of office space in what is now known as the Marie-Elisabeth Belpaire Building.

our impact

The ZIN building has since grown into an iconic landmark in the Brussels’ Northern Quarter. This is partly thanks to the support of local community, politics and the press. Several elements contributed to this success:

communication strategy

Development of a supported communication strategy, informed by an intensive preliminary process and updated annually in line with the project’s key milestones.

stakeholder management

Creation of active involvement and support through carefully considered stakeholder management, including alignment on the crisis communication plan, coordination with the Flemish Government regarding the communication performance requirement, and a dedicated point of contact for the neighbourhood.

pr & press events

Conceptual and operational support in the preparation and organisation of various press moments and proactive press initiatives.

project communication

Operational support and strategic advice for setting up a project website, accompanying electronic newsletters and a social media strategy.

content creation

Strategically conceiving, writing and distributing newsletters, social media posts and website articles, to communicate with different target groups in a purposeful and transparent way.

proximity communication

Strategic advice and operational support to inform the (immediate) neighbourhood correctly, transparently and in a timely manner.

graphic design

The design of specific communication materials in line with the ZIN project brand book and coordination with third parties.