AG Real Estate and the City of Brussels inaugurate Smile Safari at Anspach
7 September 2020

AG Real Estate and the City of Brussels inaugurate Smile Safari at Anspach

Drawing on its experience as managing owner of shopping centres, AG Real Estate is hosting the second edition of Smile Safari at Anspach since 1 August 2020.

Smile Safari is a temporary exhibition of “instagrammable” decors on nearly 1,000-m² spread over two levels. The space offers customers a journey of inspiration and fun to enhance their posts on social media.

The Mayor of the City of Brussels, Philippe Close, and the Alderman for Economic Affairs, Fabian Maingain, inaugurated this new “Fun Shopping” space on Monday 7 September. They are delighted with this new initiative launched by AG Real Estate, which brings the historic heart of Brussels to life.

As an active stakeholder of the city, AG Real Estate is anything but a beginner when it comes creating new recreational spaces: its first successes, Rooftop58 (on the roof of the former Parking 58) and Brussels City Dolls (travelling exhibition starting from City2) encouraged the company to seize the opportunity to host the new edition of Smile Safari.  

Fun shopping

AG Real Estate monitors changing patterns and consumer behaviour to chart a strategy for fun and recreation in its shopping malls. The commercial offer is being adapted to feature even more “fun and culture” opportunities for customers.

Sam Perneel, Head of Asset Management Retail, adds: “We are intent on creating a special bond with our customers. Offering them a space and a moment to relax, whether through shopping or 2.0 experiences, is essential to our strategy. It is important for customers to be able to identify with and appropriate the space in which they shop, and much more. They must be able to get a bite to eat and enjoy a moment of relaxation and heartfelt laughter… What could be cooler than to immortalize their shopping experience thanks to a playful décor to be shared on social media?”

After the craze for “The Park” (1,050 m² playground dedicated to VR), Smile Safari draws in the young generation which is fond of Instagram, Tik Tok and other social media. The exhibition opens its doors on Wednesdays, Fridays, Saturdays and Sundays, as of August 1st for a period of 6 months. Safety is ensured for all through specific sanitary measures (direction of traffic, controlled capacity, etc.)

For more information on Smile Safari, please go to https://smilesafari.be

Support for local shops

With its three shopping centres in the heart of Brussels, representing more than 150 stores, AG Real Estate benefits from a presence at a prime location to provide impactful support to shops in the city centre. Targeted marketing actions attract a large and diversified public, initiatives that benefit the local economy. 

About AG Real Estate

AG Real Estate, a wholly-owned subsidiary of AG Insurance, is an integrated property operator active in Belgium, France, Luxembourg and on certain select European markets with expertise in different lines of business: Asset & Property Management, Development & Construction Management, PPP and real estate financing, as well as in Car Park Management through its subsidiary Interparking. 

A company active in urban real estate, AG Real Estate has more than 250 employees with varied profiles and areas of expertise. With a portfolio of more than €6.5 billion under management for its own account and on behalf of third parties, AG Real Estate is endeavoring to provide a responsible response to new urban needs and to implement a sustainable development policy as to make its projects even more meaningful.

Roxane Decraemer
Strategic Marketing, External Communication & PR Manager
Roxane Decraemer
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Aurore Moens
Communication & PR Manager
Aurore Moens
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