Sablon Brussels is one of those neighbourhoods that evolve quietly, and others that reinvent themselves with a kind of quiet confidence.
The Sablon has attracted Brussels’ elite since the 16th century antique dealers, art galleries, master chocolatiers. Today, something new is happening. Luxury fashion houses are arriving, an ambitious architectural project is reshaping the streetscape, and city leaders are talking openly about making this one of Europe’s finest squares. At Alma Grand-Place hotel, we are right at the doorstep of this transformation and we think you should know about it.
Sablon Brussels: a square with centuries of prestige
The Place du Grand Sablon has always been Brussels’ most elegant address. Every weekend, the antiques and book market takes place in front of the Sablon Church, drawing collectors and curious visitors from across Europe. The square is framed by listed facades, lined with chocolate institutions and watched over by the Church of Our Lady of Victories, one of Brussels’ finest examples of Brabantine Gothic architecture.
What has always set the Sablon apart from other luxury districts is its human scale. It is a square you walk, linger in, and return to, not a boulevard you merely pass through. That intimacy is precisely what is attracting a new generation of prestigious brands.
Luxury shopping in Brussels
The transformation is already visible on the square. In November 2025, AMI Paris opened its first Belgian flagship at 5 Place du Grand Sablon a 190-square-metre space set within a former antiques shop, blending understated modernity with respect for local heritage. The Parisian brand’s arrival signalled something clearly: the Sablon is now on the map for the world’s most discerning fashion houses.
A Hermès boutique is also expected to open at the Sablon in the near future, joining Rolex and Tag Heuer, two names already long established on the square. Christian Louboutin is also present at Place du Grand Sablon 21, bringing its signature red soles to this storied address.
Other new arrivals include Messika, Diptyque, Essentiel, Jaeger-LeCoultre and Breitling, a constellation of names that, taken together, signal a genuine shift in Brussels’ luxury geography.
Alongside these new entrants, the Sablon’s historic institutions remain firmly in place. Pierre Marcolini, one of Belgium’s most celebrated chocolatiers, continues to anchor the square. Taschen, the art book publisher, offers one of Brussels’ most beautiful browsing experiences. Flamant and Baobab complete a picture of refined, Belgian-rooted elegance.
The Immobel Lebeau project: a neighbourhood being reimagined
The physical fabric of the Sablon is changing too. The Lebeau project by Immobel is a unique mixed-use complex situated next to Place du Grand Sablon, comprising prestigious residential apartments, retail outlets, underground public parking and offices.
The project revised several times since 2019, received its urban planning permit in early 2024. It preserves 70% of the existing buildings, formerly used by the RTT (now Proximus), and includes 64 new apartments designed to high energy performance standards, a 1,500 m² interior garden, a two-level underground parking facility with over 300 bicycle spaces, and retail outlets along the rue Lebeau. The first residents are expected to take possession of their apartments by the end of 2026.
This is not mere renovation, it is a statement of intent. As Frédéric Ceulemans, Brussels’ Alderman for Urban Renewal, put it: “A positive wind is blowing over the Sablon again. We want to strengthen this momentum.” The city’s ambition is clear: to make the Sablon the most beautiful and most chic square in Belgium.
How to reach the Sablon from Alma Grand-Place hotel
From Alma Grand-Place hotel, the Sablon is an easy and entirely pleasant walk. Head south from rue des Éperonniers towards the Grand-Place, then continue along rue de la Madeleine or rue du Midi towards the square. The walk takes approximately 10 to 12 minutes on foot through some of Brussels’ finest streets.
Along the way, you will pass the Galeries Royales Saint-Hubert, cross the historic city centre, and arrive at the Sablon from the north side of the church, the best approach for taking in the square as a whole.
Our team at the front desk is always happy to recommend the best route, suggest which boutiques to visit first, and point you towards the best table for lunch or a coffee break in the neighbourhood. That local knowledge is something no map can quite replace.
If you are planning a stay around the Sablon’s new openings, our Brussels hotel offers include packages designed for guests who want to make the most of the city, including the Brussels Romantic Gourmet Break, perfect for a special occasion in one of Europe’s most quietly glamorous neighbourhoods.
Worth noting before you go
The Sablon antiques market runs every Saturday (9:00–17:00) and Sunday (9:00–13:00) on Place du Grand Sablon, an ideal complement to a morning of boutique browsing.
For a deeper look at what Brussels has to offer beyond the Sablon, our Discover Brussels guide covers the city’s finest attractions, all within walking distance of the hotel.
