Hi! Brussels – A Belgian Sense of Place

Brussels Airport, the beating heart of Europe, expanded its F&B offering with two concepts celebrating Belgian hospitality: Hi! Brussels and Beers & Cheers. To improve their performance, the airport asked Conceptional to analyze and optimize both concepts, focusing on storytelling, visibility, communication, and signage.

Hi! Brussels welcomes travelers with an authentic Belgian experience, featuring Liège waffles, local sandwiches, and iconic Belgian beers. Beers & Cheers complements this with a lively beer bar where guests can enjoy a selection of Belgian beers, croques, and snacks in a relaxed atmosphere.

With targeted adjustments, both concepts now create a stronger sense of place and a more cohesive passenger experience, fully in line with Brussels Airport's vision on quality, service, and hospitality.