Introducing the BelExpo Team

What is your favorite aspect of working for the Belgian Pavilion for Expo 2020 Dubai? 

I'm looking forward to showing visitors from all over the world that Belgium, with all its different components (Federal and Regional), is resolutely turned towards the future. A future connected to the outside world. My goal is to create essential and intelligent partnerships on the three main priorities, which constitute the three sub-themes of the Expo, all interconnected: Opportunity, Mobility (the theme chosen by Belgium) and Sustainability. The challenge is to put these three sub-themes forward in the Belgian pavilion from different angles: scientific and technological (innovation), economic and regulatory development (inclusion), human and social development (understanding).

What are you looking forward to seeing the most in the Belgian Pavilion? 

We in Belgium are pioneers in smart mobility and try to offer answers to the major social, economic and ecological challenges of our time such as global warming, aging of the population, globalization, digitization and artificial intelligence. These answers will be shown in the Belgian pavilion through our vision of the city and country of the future.

I can't wait to see how this message is perceived by visitors and whether this message will inspire visitors to visit Belgium or do business there in the future.

What is your favorite pavilion in the history of all preceding Expos? 

The Seville Universal Exhibition of 1992. It was an exceptional year for Spain with the Summer Olympics in Barcelona and the Universal Exhibition in Seville in the same year. Spain had just joined the European Union and the country was experiencing an economic boom. In this euphoric atmosphere, the Universal Exhibition in Seville was simply exceptional. Seville’s summer heat was controlled at the site by digging lakes and placing dozens of fountains, canals, aqueducts, waterfalls, and planting thousands of trees and shrubs. It was magical. The expo attracted over 45 million visitors. Belgium was present there through an exceptional pavilion with the theme:  Belgium "a country where life is good".

What is the most important lesson you have learned during your time working for the Belgian Pavilion so far? 

Organizing Belgium's participation in a Universal Exhibition is a very heterogeneous experience which requires very specific knowledge in fields as varied as architecture, construction, the operation of a company of 350 people for 6 months 7/7, the operation of an exhibition dedicated to mobility where we expect 15,000 visits a day, the operation of a restaurant with 300 seats, 4 shops, a business center and a large lounge terrace of 350 m2.

Working in a team is essential, choosing the right collaborators, choosing the right subcontractors, delegating certain subjects to professionals with better knowledge of said subjects than myself. 
I am fortunate to be surrounded by extremely talented, professional and charming people and companies. I call myself lucky because it really is the key to success.

I assist our Commissioner-General in his duties and together with our team we prepare and develop the Belgian participation in Expo 2020 Dubai (among others).

What is your favorite aspect of working for the Belgian Pavilion for Expo 2020 Dubai? 

Discovering the Belgian innovations, technologies, techniques, materials, etc. that we try to incorporate in the different parts of the pavilion. Either directly in the building or the scenography of the exhibition or by showing them in our shops or F&B stands with Belgian specialties.

What I also enjoy thoroughly every time, is seeing come to life what we have discussed, adjusted, reworked, re-adjusted, questioned, and finally decided on for so many months on (architectural) plans.

What are you looking forward to seeing the most in the Belgian Pavilion? 

Especially after the current Corona crisis: the people! The many visitors amazed by our Belgian know-how, who indulge in the many goodies that we will have to offer, soak up the Belgian terrace culture on our roof terrace, and enjoy all that we will have to offer. All this, of course, in a relaxed, open, welcoming, and above all safe and healthy atmosphere.

In addition to the large and impressive elements, I am perhaps most looking forward to the small details. In the finishing of our building, the little things that give the pavilion that little extra, or in the content on offer: for example a mini-performance by a promising, but unknown Belgian artist during one of the regional weeks. Maybe a detail on the whole, but for that one person that may be the chance of his / her life!

What is your favorite pavilion in the history of all preceding Expos? 

The Atomium of course! What other pavilion is more iconic than the Atomium and immediately announces what it stands for: Belgian, innovation, timeless, Expo, and that tiny bit strange, idiosyncratic and surreal.

What is the most important lesson you have learned during your time working for the Belgian Pavilion so far? 
 
Hahaha. To expect the unexpected. Or better still: the work is never really done. But in the end, those are lessons that are rather universal, in any creative job that involves so many aspects. Specific to the Belgian pavilion: United We Stand? Or does that sound a tad too pathetic? Yet I mean effectively that if we work together with all the different Belgian partners, and we keep one goal in mind - to promote our industrial, economic, and scientific players - we will manage to make something exceptional. But this cooperation is especially crucial.
 

What is your favorite aspect of working for the Belgian Pavilion for Expo 2020 Dubai? 

As an international event-specialist, being part of Expo is like winning the lottery. This is as international, diverse, and challenging as it gets! When doing this for your mother-country, it is of course even more rewarding. For me, it is the second time I lead the Belgian Pavilion (before in 2010 in Shanghai) and with “lessons learned” I am excited to start anew.
What triggers me most in this adventure is the team-experience. In the first place, of course, our teams in Brussels and at the pavilion. But also the very close teamwork with external organizations such as the Federal government, AWEX, HubBrussels, and FIT. At the end of an Expo, we almost feel like one family. And that is very exceptional.
 
Regarding my own team, I am mostly motivated by seeing my colleagues grow. For almost all of them, it will be a first time and learning experience. Looking back on Expo2010 in Shanghai, I can say that, not only my team became one of my closest friends-groups, but they all have made wonderful careers after Expo. That is a great reward for all the long hours we were on our feet!
 
Expo2020 in Dubai has a very special meaning for me. Having lived in the Middle East for many years, it is an honor to be part of this first Expo in the Arab world. And I do have a very warm spot for the UAE. Such a great achievement what has been done there!
 

What are you looking forward to seeing the most in the Belgian Pavilion? 

As a real Belgian and foodie, I can’t wait to sit down in our restaurant and order a great meal from Chef Bart Thoelen (Creneau). Also, the idea of summery evenings on our rooftop is very tempting. But what I really want to see most, is the reaction on the faces of our international visitors after they have discovered that we have a lot more to offer than only Belgian fries and Waffles!

What is your favorite pavilion in the history of all preceding Expos? 

Of course the Belgian Pavilion at Expo2010 in Shanghai! I was also very impressed with the Chinese and Saudi Arabian pavilions during the 2010 edition.
 

What is the most important lesson you have learned during your time working for the Belgian Pavilion so far? 

• Belgium has so much to be proud of, and we must show it to the world.
• Every team-member is indispensable, unique, and equal to the other team members. Hierarchy is needed to make sure procedures are followed and staff have somebody to have their backs in difficult moments. But on the floor, we are all as valuable as the other!
• Working in a multicultural environment is a richness that lasts for a lifetime.

I am involved in the various tender procedures of our service and the compliance with (internal) rules. In addition, I participate in a number of dossiers such as the selection and recruitment of local staff for the Belgian pavilion and the development of the gift shop. Besides that, I step in where necessary.

What is your favorite aspect of working for the Belgian Pavilion for Expo 2020 Dubai? 

I truly enjoy the international dimension that comes with this job, as well as the contacts with the different policy levels in Belgium. It is very interesting to be able to observe the decision-making processes and to be able to support the practical implementation in the short term. Because we are such a small team, you additionally get the opportunity to acquire other competencies, such as human resources management in my case.

What are you looking forward to seeing the most in the Belgian Pavilion? 

Naturally, I am very much looking forward to seeing the gift shop. From the general layout to the logistics planning, to the final offer, and of course the visitors. But even more so, I look forward to seeing our local employees and volunteers in action in our beautiful pavilion and seeing our visitors enjoy a typical Belgian drink at our restaurant.

What is your favorite pavilion in the history of all preceding Expos? 

Because the choice of just one is too difficult, here is my top 3:

1. Crystal Palace, London 1851: an ingenious piece of architecture for its time.
2. Chinese Pavilion, Shanghai 2010: an iconic structure.
3. Spanish Pavilion, Zaragoza 2005: timeless elegance through the use of natural materials such as cork and wood.

What is the most important lesson you have learned during your time working for the Belgian Pavilion so far? 
 
The postponement of Expo 2020 Dubai by one year due to the Covid-19 pandemic has taught me that concepts such as agility and flexibility have become even more important in this day and age. 
 

In our small team, we are all jack-of-all-trades but I mainly take care of the pavilion's partners. From the Belgian artisans who will present their finest chocolates in our store to companies that will organize private events on the rooftop.

What is your favorite aspect of working for the Belgian Pavilion for Expo 2020 Dubai? 

What I like the most is that Belgian sportsmen, companies, scientists, and educational institutions have the opportunity to show visitors from all over the world what they are capable of.

What are you looking forward to seeing the most in the Belgian Pavilion? 

The latest discoveries of our astronomers. The surveying for potentially habitable exoplanets is amazing.

What is your favorite pavilion in the history of all preceding Expos? 

I particularly like the “Grand Palais du Heysel” built for Expo 1935 in Brussels which still hosts concerts today. It was a technical feat at the time. Many craftsmen came from abroad to admire the installation of the largest reinforced concrete arches ever.

What is the most important lesson you have learned during your time working for the Belgian Pavilion so far? 

Belgium enjoys a solid reputation abroad. By contributing to major international events such as Expo 2020 Dubai, we preserve and strengthen this advantage.

What is your favorite aspect of working for the Belgian Pavilion for Expo 2020 Dubai? 

I enjoy working in a team where everyone comes from a different background. I feel everything comes together because we all have a fresh or different way to approach the tasks we’ve been given. Besides that I enjoy getting to know the different companies we work with, and discovering all that Belgium has to offer, and to conclude of course the international setting is a great plus. 

What are you looking forward to seeing the most in the Belgian Pavilion? 

I’m looking forward to the many events the Belgian Pavilion will host. I can already see the connections being made between companies and individuals when they visit our pavilion. People coming together on our rooftop terrace, or in our Belgian restaurant. Just in general people interacting in a setting made to bring them together in the most enjoyable way possible.

What is your favorite pavilion in the history of all preceding Expos? 

I would have to say the Crystal Palace in London in 1851. It was the first one, and they started off with a bang if you ask me. I think it’s a real shame it burned down, and can no longer be visited. I would have loved to marvel at the amazing architecture. 

What is the most important lesson you have learned during your time working for the Belgian Pavilion so far? 

Never take anything for granted. It’s a sign of the times, but I feel this sentiment will linger on. We must appreciate the work we have, to work we do and the work others do for/with us.