On November 13th, 2025, Maison Degand appeared in Paris Match Belgium as part of a feature dedicated to the BEL Prizes and the creative excellence of Brussels.
The article highlights the role of Brussels as an international capital of craftsmanship, creativity and contemporary expertise. Within this editorial dedicated to the Belgium Expertise Labels initiative, Maison Degand is mentioned among the houses embodying Belgian savoir-faire and refinement, alongside leading figures such as chocolatier Pierre Marcolini and Autoworld CEO Sébastien de Baer.
Presented in the context of the exhibition “When Expertise Meets Art II”, Maison Degand once again affirms its attachment to timeless elegance, transmission and artisanal excellence rooted in Brussels.
English translation of the article
“EXCELLENCE IN MOTION”
The first is one of the kingdom’s most famous chocolatiers. The second is the CEO of Autoworld. On the occasion of the BEL Prizes ceremony, awards presented by Belgium Expertise Labels to Brussels talents who help the capital shine in Belgium and abroad, Pierre Marcolini and Sébastien de Baer discuss the role Brussels plays on the international creative scene.
By Marie Honnay
Since his arrival at Autoworld, Sébastien de Baer has revitalized this museum oriented toward events.
Paris Match: Brussels is often perceived as a discreet city, yet one with exceptional creative richness. How do you perceive its current role on the international scene?
Pierre Marcolini: A city is defined by its architecture, but also by its houses of excellence. In 2025, the word luxury no longer means very much. I would rather speak about the values defended by BEL members: transparency, fairness and the social character of each project. These are the values that now give legitimacy and meaning to any brand or product. Finally, I would say that it is our shared desire to move forward and bring together new talents that gave us the idea, under my presidency, to create the BEL Prizes four years ago.
What was the starting point of this project?
We wanted to reward houses that help Brussels shine beyond our borders, but which are often too little known in our own country. I am thinking in particular of Bas Smets, to whom we gave an award four years ago. This landscape architect was chosen to redesign the forecourt of Notre-Dame de Paris with greenery. His work is also recognized across the Atlantic, but in Belgium his name was not truly known.
Another example is Jean-Pierre Van Roy, who has headed the Cantillon brewery for several decades and whose talent deserved greater visibility.
Within BEL, you like to speak about transmission. You also reward an emerging talent through the Transmission Prize.
Exchange is at the heart of our system, just like the idea of reinvention. In Japan, a country I am particularly fond of, respect for tradition is not incompatible with a constant search for innovation. Within BEL, we constantly ask ourselves the same question: how can we move forward without turning our backs on our values? For a chef, this means reworking a dish to move toward more local sourcing or, in my case as a chocolatier, creating a product that is as transparent as possible. On the scale of a city, this reflection also involves questioning issues of security and mobility.
The common denominator is know-how. Each in its own field, our houses are experts in what they do.
How would you define this “contemporary expertise”?
Sébastien de Baer: In the case of Autoworld, a structure that joined BEL two years ago, we are speaking about a public building that serves as a showcase for a private museum of 16,000 square meters. Without any subsidies, we are fully profitable. For my team and me, it is a real entrepreneurial challenge that fits the reality of our times. What seems essential to me, returning to BEL, is that regardless of the nature or size of the companies, boldness and innovation are shared values.
Brussels is a deeply cosmopolitan city. How does this cultural diversity nourish local know-how?
Sébastien de Baer: If I take the example of Autoworld again, we are located in Schaerbeek, a completely international municipality, notably because of the number of expatriates who work and live there. Within the museum, many nationalities interact. One visitor out of two is a foreigner. We also organize many events in collaboration with embassies. This highlights the openness of our institution and of the city as a whole.
Pierre Marcolini: Brussels welcomes around 130 nationalities, which fits with the inclusive nature of the society in which we live. The great strength of BEL is the sense of hospitality shared by all our members. Foreign visitors who pass through our houses confirm this.
How do you ensure the continuity of this culture of excellence among younger generations?
Designer Marie-Adam Leenaerdt, one of the winners honored during the BEL Prizes 2025.
An object signed by Maison Degand, to be discovered during the exhibition “When Expertise Meets Art II”.
Pierre Marcolini: People’s expectations have changed. Luxury is less ostentatious and environmental awareness is more widespread. Consumers are looking for genuine differentiation. Take the example of Corica. This coffee roaster was one of the first to offer its own coffee crus. In their boutiques, attention to detail is central. A few years ago, the setting of a boutique was everything. Today, décor matters less. What counts is product knowledge and greater transparency in communication.
Sébastien de Baer: At Autoworld, we offer the public the opportunity to discover 120 years of automotive history in a one-hour visit. But that is not enough. Through the 150 events we host each year, 30,000 new visitors walk through the doors of our museum. Before my arrival, it was even forbidden to take photographs. That had to change. It was one of the very first decisions I made. Once again, proof that respecting tradition does not mean remaining static.
Scheduled for November 13th, the BEL Prizes 2025 ceremony is paired with the exhibition “When Expertise Meets Art II”, held from November 14th to 16th at Autoworld. For three days, the Brussels museum hosts, alongside its regular programming, works resulting from 60 collaborative duos between BEL members and artists or designers.
About Paris Match Belgium
Paris Match Belgium is the Belgian edition of the famous Paris Match magazine, a publication renowned for combining journalism, culture, society, fashion and portrait photography.
The magazine is particularly known for its elegant visual identity and long-form features dedicated to personalities, luxury, arts and major cultural events. In Belgium, Paris Match regularly highlights figures and institutions shaping the country’s creative, entrepreneurial and cultural landscape.
Its editorial positioning — balancing prestige, lifestyle and storytelling — makes it a natural platform for showcasing houses such as Maison Degand and initiatives linked to Belgian excellence and craftsmanship.
