Brussels Airport turns an arrival tunnel into a “spaceship” to spotlight Belgium’s space ambitions
Airports are usually designed to move people, not to make them look up and dream. But a new installation at Brussels Airport flips that script by transforming a passenger corridor into a “spaceship” experience that puts Belgium’s space sector front and center the moment travelers land.
A tunnel that makes space feel real
The activation takes over a passenger tunnel used by travelers arriving from the Schengen Zone on their way to baggage claim. The corridor now features a space-themed design extending roughly 20 meters, built to resemble the inside of a spacecraft.
The creative: astronauts, planets, and a full “in-flight” vibe
Visually, the corridor is filled with imagery of astronauts, the sun, planets, and star fields, turning a functional walkway into an immersive, cinematic moment. The goal is simple: make space exploration impossible to ignore for anyone arriving in Belgium.
The message: Belgium is small on Earth, big in space
The campaign is explicitly designed to showcase Belgium’s space ambitions, technologies, and talent. Arlin Bagdat, chair of the management committee of the Federal Public Service Chancellery, framed it as a way for people to experience what it might feel like to be inside a spaceship while highlighting the country’s goals in space exploration.
A launch moment with Raphaël Liégeois
Belgian astronaut Raphaël Liégeois attended the inauguration, reinforcing the credibility and inspiration angle. His message emphasized why investment in space matters, from industrial value to protecting the planet and motivating younger generations to imagine space careers.
Why this is a smart OOH move
This is a strong example of “context wins” in out-of-home. The airport arrival corridor is a high-attention, captive moment where people are alert, curious, and naturally scanning their environment. Instead of competing for attention, the campaign owns the space travelers must pass through, converting a routine walk into a branded experience with national storytelling
Summary
This airport takeover turns a routine, high-traffic corridor into an immersive “in-transit” brand moment that frames Belgium as an innovation hub in space. The creative features astronauts, planets, stars, and spacecraft-like visuals to simulate the feeling of being inside a spaceship. The initiative was presented by Federal Public Service Chancellery leadership, with Arlin Bagdat emphasizing the goal of showcasing Belgium’s ambitions, technologies, and talent in space. Belgian astronaut Raphaël Liégeois attended the inauguration, underlining the importance of investing in space to support industry, autonomy, and inspiration for youth.
Sources
- https://www.brusselstimes.com/1889216/brussels-airport-corridor-transformed-into-spaceship-to-highlight-space-travel
- https://www.belganewsagency.eu/brussels-airport-puts-spotlight-on-space-sector
- https://kanselarij.belgium.be/en/news/chancellery-showcases-belgian-space-expertise
- https://www.jcdecaux.com/brands/creative-ooh/fps-chancellery-prime-minister-brussels-airport
Frequently Asked Questions
A passenger tunnel leading toward the Schengen baggage reclaim area was redesigned with a spacecraft-style visual treatment to create a “spaceship” feel.
It’s on the route used by arriving passengers from Schengen destinations as they walk toward baggage claim.
The design includes space imagery such as astronauts, the sun, planets, and stars across an approximately 20-metre installation.
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