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    THE AUBERGE ESPAGNOLE IT’S YOUR TURN


    THE AUBERGE ESPAGNOLE IT’S YOUR TURN

    – 13 april 2017 –

    More enterprising than ever, the Auberge Espagnole, the business incubator/pop-up shop selling 100{c2a86a6d48ef6cf485920757fe025824739f5047d3e3258b49386da3670d8e1a} European products, is already launching an appeal for candidates for the programming of its third season starting in November 2017. Could this be the time for you to launch your business?

    Are you an aspiring trader? With the Auberge Espagnole, Atrium allows you to test out your idea as cheaply as possible and to capitalise on the experience with a view to the future.

    The idea is simple: you set down your bags and products for one month – or maybe more – in a shop with a modular layout, which you can either have to yourself or share with other European creators. Throughout your stay, you can make the most of a 65m² sales space at a monthly rent of €350 as well as personalised coaching.

    All mistakes are allowed

    The ideal opportunity to check how solid your concept is under conditions which are very real. “The Auberge Espagnole was a good way for me to put into practice everything that until then was just on paper”, reports Dominic Lopez, founder of the Urban Gardener. “The experience allowed me to make mistakes, which I won’t make again when I open my own shop.

    For two months, from 6 January to 26 February 2016, his mini-ecosystems under glass transformed the Auberge Espagnole into an urban jungle. This time allowed the aspiring trader to set his prices and define the profile of his very targeted customer base

    Every concept has an audience

    Whether you want to launch your business physically or online, you will need to address an audience, which must be defined as quickly as possible. Male or female, young or not so young, what exactly is the profile of your typical customer?

    However experimental it is, the pop-up shop in the Jourdan pedestrian zone puts you in direct contact with a large segment of the Brussels population. Some of whom are your potential customers.

    For Virginie Hubain and Frédéric Mussche, founders of MIEU, one thing has come as a surprise: “The pop-up shop is allowing us to try out selling and selecting our products. But it’s also allowing us to learn more about our customers, which, for us, hasn’t been quite what we were expecting: older and predominantly male!

    The furniture and interior design concept shop, which aims to reconcile beauty with responsibility, has occupied the Auberge Espagnole until 29 April 2017.

    Coaching and technology galore

    It should be noted that at the Auberge Espagnole, you don’t “just” mind a shop. The business incubator/pop-up shop in fact encourages its occupants to take advantage of all of the opportunities that short-term occupancy represent. How? By making available to the candidates a series of monitoring and improvement tools.

    For example, a camera and a footfall counting mat are installed at the entrance to the shop in order to calculate the daily flow of customers opening the door. An iPad is also made available to the candidates so that they can gather feedback from visitors on their concept and products.

    Finally, Atrium.Brussels gives the candidates for the Auberge Espagnole sustained coaching adapted to each of their individual needs. This starts about two months before they actually take up occupancy: offline marketing, digital marketing, public relations, retail, etc.

    I found these sessions to be very varied, comprehensive and, above all, useful” states Dominic.The advice that my coaches have given to me isn’t limited to my occupancy at the Auberge Espagnole; it will serve me well with my future shop.” In fact Urban Gardener is now becoming a reality; Dominic’s terrariums are now brightening up the Châtelain district.

    Would you like to be the next candidate? You have until 6 pm on 17th October to register your interest! Enter your email address in the field below to receive details of the application procedure.

    Created in March 2016 under the impetus of Atrium.Brussels and in partnership with the Etterbeek District, the Auberge Espagnole falls within the scope of the Chasse-Gray Sustainable Neighbourhood Contract.

    WOULD YOU LIKE MORE INFORMATION?

    Inscrivez-vous au projet pour y participer!


    THE AUBERGE ESPAGNOLE IT’S YOUR TURN

    – 13 april 2017 –

    More enterprising than ever, the Auberge Espagnole, the business incubator/pop-up shop selling 100{c2a86a6d48ef6cf485920757fe025824739f5047d3e3258b49386da3670d8e1a} European products, is already launching an appeal for candidates for the programming of its third season starting in November 2017. Could this be the time for you to launch your business?

    Are you an aspiring trader? With the Auberge Espagnole, Atrium allows you to test out your idea as cheaply as possible and to capitalise on the experience with a view to the future.

    The idea is simple: you set down your bags and products for one month – or maybe more – in a shop with a modular layout, which you can either have to yourself or share with other European creators. Throughout your stay, you can make the most of a 65m² sales space at a monthly rent of €350 as well as personalised coaching.

    All mistakes are allowed

    The ideal opportunity to check how solid your concept is under conditions which are very real. “The Auberge Espagnole was a good way for me to put into practice everything that until then was just on paper”, reports Dominic Lopez, founder of the Urban Gardener. “The experience allowed me to make mistakes, which I won’t make again when I open my own shop.

    For two months, from 6 January to 26 February 2016, his mini-ecosystems under glass transformed the Auberge Espagnole into an urban jungle. This time allowed the aspiring trader to set his prices and define the profile of his very targeted customer base

    Every concept has an audience

    Whether you want to launch your business physically or online, you will need to address an audience, which must be defined as quickly as possible. Male or female, young or not so young, what exactly is the profile of your typical customer?

    However experimental it is, the pop-up shop in the Jourdan pedestrian zone puts you in direct contact with a large segment of the Brussels population. Some of whom are your potential customers.

    For Virginie Hubain and Frédéric Mussche, founders of MIEU, one thing has come as a surprise: “The pop-up shop is allowing us to try out selling and selecting our products. But it’s also allowing us to learn more about our customers, which, for us, hasn’t been quite what we were expecting: older and predominantly male!

    The furniture and interior design concept shop, which aims to reconcile beauty with responsibility, has occupied the Auberge Espagnole until 29 April 2017.

    Coaching and technology galore

    It should be noted that at the Auberge Espagnole, you don’t “just” mind a shop. The business incubator/pop-up shop in fact encourages its occupants to take advantage of all of the opportunities that short-term occupancy represent. How? By making available to the candidates a series of monitoring and improvement tools.

    For example, a camera and a footfall counting mat are installed at the entrance to the shop in order to calculate the daily flow of customers opening the door. An iPad is also made available to the candidates so that they can gather feedback from visitors on their concept and products.

    Finally, Atrium.Brussels gives the candidates for the Auberge Espagnole sustained coaching adapted to each of their individual needs. This starts about two months before they actually take up occupancy: offline marketing, digital marketing, public relations, retail, etc.

    I found these sessions to be very varied, comprehensive and, above all, useful” states Dominic.The advice that my coaches have given to me isn’t limited to my occupancy at the Auberge Espagnole; it will serve me well with my future shop.” In fact Urban Gardener is now becoming a reality; Dominic’s terrariums are now brightening up the Châtelain district.

    Would you like to be the next candidate? You have until 6 pm on 17th October to register your interest! Enter your email address in the field below to receive details of the application procedure.

    Created in March 2016 under the impetus of Atrium.Brussels and in partnership with the Etterbeek District, the Auberge Espagnole falls within the scope of the Chasse-Gray Sustainable Neighbourhood Contract.

    WOULD YOU LIKE MORE INFORMATION?

    Inscrivez-vous au projet pour y participer!

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