Taking holidays is no longer a luxury or just fun anymore. According to a study by Tempo-Team more than one in two workers (58%) find it a pure necessity to shed their workloads and their busy daily lives to recover again. One in three employees even go on holiday leave exhausted. However, almost half of them still stay in contact with their jobs during their holidays; 1/3 read their mails and find it difficult to leave their work at home.


UNIQLO opens first Benelux store in Antwerp

The Japanese store chain UNIQLO opened its store on the Meir in Antwerp on October 2nd. It's the first store of UNIQLO in the Benelux. The store offers the LifeWear collection for men, women and children. The worldwide retailer from Japan celebrated its arrival in Belgium with special offers, gifts and an opening ceremony with surprise act.

Pictures by Luka Host



Marriage of Tienen sour cherries and authentic Brussels brewing know-how gives unique character to Kriek Belle-Vue

16 July, as is the case every year, was the key day for the brewing of the unique Kriek Lambic craft beer in Belle-Vue. Well before dawn tons of prime sour cherries arrived from Tienen. The Belle-Vue master brewer promptly dumped the cherries into the barrels with Lambic. After six months of maturing, the Belle-Vue Kriek was bottled. With its unique sour-fresh taste Kriek Belle-Vue is the number one cherry beer on the Belgian market. These are becoming increasingly popular thanks to the popularity of sour and bitter tastes.




As many as 8 out of 10 Belgians want to have a choice when it comes to receiving digital or paper invoices, but only 6 out of 10 consumers in our country are aware of the fact that they also have a right to such a choice. To make the Belgian population aware of this choice, civil society now joins forces in a campaign to inform consumers, empower them and encourage action. The "My bill, My choice" campaign calls on consumers to make their choices known on



Nutrition choices of students badly alligned with blocks and exams

Lidl launched its "Eat yourself clever” campaign during the exam and block period. The campaign is designed to introduce studying youths to products that are the healthiest to study well and to excel.  To achieve this Lidl cooperates with nutrition expert Prof. Dr. Patrick Mullie. From his interviews with students, commissioned by Lidl, it appears that the vast majority of students need to make other nutritional choices to maximize their performances during blocks and exams.




The ‘Fairtrade @ school’ campaign of Fairtrade Belgium wants to make children aware of and inform them about the origin of our nutrition and specifically about products from the South. Many children do not seem to know where the food on their plates comes from. This applies in particular to Southern products, including oranges and cocoa beans.


AB INBEV SUPPORTS BELGIAN HOPS WITH LEFFE ROYALE - 'forgotten' Poperinge Whitbread Golding hops begins a new life

The exceptional quality of Belgian hops, its rich cultivation tradition and its many and new varieties have led to a worldwide increase in interest in our hops. The long tradition of hops in Belgium and the expertise of the growers are world renowned and deserve due recognition. AB InBev also wants to contribute by using Whitbread Golding hops, a typical variety from Poperinge, for brewing its like-named Leffe Royale. By supporting local hops cultivation, AB InBev hopes to breathe new life into the Belgian hops culture. The consistent growth in volumes of Leffe beer, with its global increase of 64% since 2007, promises a bright future for further cooperation with Belgian hops growers.



Every child that is taken up in hospital fights its own battles; whether it is a gravely ill teenager or a child of six that is taken from its familiar surroundings to be taken up for a few days. The Cliniclowns want to be a shot in the arm for all these children by lighting a wish candle for every one of them.



Although more than half of Belgians prefer to build rather than buy and renovate, a study by Reynaers Aluminium finds that 75% in reality still prefer to buy a home and renovate it. More than half of respondents concede that their initial plans are not feasible. The main reasons for this are the lack of financial intervention by Government (65%) and the scarce, expensive building stands (44%). It is notable that considerably fewer of the younger generation who intend to purchase their own homes, consider financial support from Government. The study shows that there is a gap between the building plans of the younger generation with those of the older generation.


Céline opens a dedicated store at HOUBEN in Antwerp

The concept of the Paris flagship on Avenue Montaigne has been adapted to this Antwerp store. It upholds the respect for fine craftmanship, rare raw materials, research and innovation the house is known for. The store is divided into two selling areas: the first part displays ready to wear and leather goods, while the second part of the shop includes a shoe area. A sense of timelessness and modernity, strength and ease is achieved.


Timberland launches Black Forest collection

Inspired by the adaptive nature of the color black, Timberland's city styles feature the color that goes with anything, anywhere. Known by its heritage and craftmanship on brown shoes, this Autumn Timberland launches a predominantly black collection under the name of 'Black Forest'.

In September, press and consumers could get a preview of the collection in the Timberland Knokke store. What's more: they could get their boots customized on the spot, by adding the Timberland Black Forest glyphs and thus creating their own personal story. The Black Forest collection will be in stores starting from October, 5.


Store opening Dr. Martens Antwerp

On Thursday August 27th we invited press, bloggers & influencers to celebrate the official opening of the Dr. Martens store in Antwerp. For the occassion artist Dzia made four graffiti boards, Bulls & Dogs offered delicious hotdogs and Katia Vlerick took care of the beats.



On Thursday August 27th we invited digital journalists and bloggers to discover the FW15 Holiday collections of a selection of our brands: Bell & Ross, Club Med, Denham, Erasmus Bond, Fred de la Bretoniere, illy, Leffe Royale, Liu Jo, LoveStories, Olivier Strelli, Sacha, Strellson, Swatch, Timberland, Tommy Hilfiger, Uniqlo, WE Fashion and Zalando. Many thanks to all the visitors!


Jonathan Christopher and Nanna Van Blaaderen win 2015/16 International Woolmark Prize Europe regional final

Jonathan Christopher and Nanna Van Blaaderen from the Netherlands were today announced as the menswear and womenswear winners, respectively, of the 2015/16 International Woolmark Prize Europe regional final, at an awards event held in Antwerp, Belgium, hosted by MoMu – Fashion Museum Province of Antwerp and the Fashion Department of the Royal Academy of Fine Arts Antwerp.


Weleda opens pop-up store in Ghent

Share the vision and the products of the brand to new consumers: Weleda opened their first pop-up store in Belgium with that goal. The producer of the natural cosmetics chose Ghent as location for a unique experience shop.

Kalandeberg 2
9000 Gent
Open till Saturday August 1st
12u - 18u


Karl Likes Sports exclusive at Zalando

On the 9th of May, we celebrated the Karl Lagerfeld x Zalando collaboration in Goldwood (Antwerp). The Karl Lagerfeld Sport City collection perfectly combines high fashion with modern sports materials. The 18 styles of this capsule collection range from accessible items to more exclusive collector items. As from 11 June the Sport City collection will be exclusively available at Zalando.


Scotch & Soda opens new store in Namen

Scotch & Soda opened a new store in Belgium. The shop in Namen stores the collections of Scotch&Soda, Maison Scotch and the denim line Amsterdam Blauw. The interior has an international allure with a few typical Dutch accents, a wink to the roots of the brand. Unique about this new location is the building, a former church.

Scotch & Soda 28
Rue Saint Jacques
5000 Namen


Club Med Après Ski - Media Days FW15

To end our Media Days FW15 in style we invited press, bloggers & influencers to celebrate 65 years of Club Med Happiness with us and finish winter season in style - or in a better way: to start it!



Have a look at some pictures of our Media Days where we presented the new Fall / Winter 2015 collections, including new brands such as Uniqlo, Scotch & Soda, Lovestories, Denham and Karl Lagerfeld.

Many thanks to all the visitors!


Longines Global Champions Tour 2015

On April 23rd, Longines presented the new watches for 2015 to Belgian press. Amongst the novelties launched earlier this year in Basel Switserland were a brand new Equestrian and Symphonette collection for ladies, while the men were treated to an iconic Heritage Diver and Conquest Classic Moonphase. Location for the event was the Longines Global Champions Tour, a world renowned equestrian championship hosted in Belgium on the Cockerilkaai in Antwerp with a beautiful view of the sunset over the Schelde river.


Sam Edelman x New Paris Londres event in Knokke

Sam Edelman hosted the #samedelmanxnpl event at New Paris Londres Knokke to celebrate the SS15 collection. Hosts of the evening were Elien Migalski of Dogs & Dresses and Nathalie De Schepper of Yayzine. They gave tips to guests who couldn't choose their perfect mule or sandal.

Watch the recap video here.


UGG presents high summer collection with The Great Escape

On a sunny day we invited press to enjoy the ultimate Great Escape in a secret loft in Antwerp. They were picked up by white vintage beetles at the Central Station. The UGG high summer collection & the new home collection were presented in the rooms - from the living room till the bathroom - and press could enjoy a lunch together with the UGG team. At night, we invited bloggers & influencers for a cocktail.


Zalando press lunch ‘Any look you want’

To celebrate the new Zalando campaign ‘Find any look you want on Zalando’, we invited journalists to Graanmarkt 13 for a lovely Friday afternoon lunch in between fresh flowers. This was also the occasion to present Zalando’s luxe segment to the Belgian press in a relaxed setting. 


Mid season SS15 "High summer"

Have a look at some pictures of our Mid Season event where we presented the high summer SS15 collections of our brands. In the morning, we had one to one meetings with our top 10 bloggers and in the afternoon we invited fashion, beauty and lifestyle journalists, stylists and bloggers.

Many thanks to all the visitors!



Belgian beauty and lifestyle journalists were invited to spend an interesting day at the UPR showroom to discover the new trends and collections of our beauty brands for Spring/Summer 2015. The journalists were introduced to the novelties of Weleda, L'Occitane, Melvita, Erborian, Couvent Des Minimes, ProNails and Clarisonic - which launches a new device in 2015. After a few snacks from the buffet table, our guests could attend a MAC Cosmetics trend presentation and PUIG revealed its two new perfumes for coming season.


Val Thorens Sensations officially opened its doors!

Val Thorens Sensations offers a unique experience: exceptional skiing over 600 km of slopes, numerous after-ski delights and a fun atmosphere! Its customers will discover a new culinary experience thanks to the "Epicurious Gourmet Lounge" dining concept, whose evening menu is the work of two-Michelin star Chef Edouard Loubet.

And to cater to your wellness needs, a fitness centre, a Club Med Spa by Carita, a Turkish bath and an outdoor jacuzzi supplement the Club Med offering. Adrenaline junkies will also find things to their liking, with a 10m-high climbing wall and Europe's longest (6 km) toboggan run.


Cooking class by UGG Creative Council member Princess Misia

UGG Australia presented its FW14 collection with a cooking class in complete Christmas theme, which was called "Homemade Food Gifts for Christmas". UGG Creative Council member Princess Misia showed the bloggers and press how to make granola, chocolate cookies covered with powerfoods and lots more.


Swatch opens pop-up store in Brussels

The Swiss watch brand Swatch opened a pop-up store in Brussels. The store is situated in the Boterstraat 42, close to the beautiful Grand Place. This 86m² store is a temporary pop-up which will be transformed in a Mega Swatch Store of 150m² in a few months. The watches are presented on white rectangular boards which give a unique touch and feel experience. Every Swatch collection is available at this brand new and modern store.

Boterstraat 42
1000 Brussel
02 289 54 00


Swarovski's SS15 Crystal Garden collection

Swaroski presented its SS15 Crystal Garden collection at the beautiful restaurant Um Plateau in Luxemburg. The inspiration behind the collection is nature, and in particular a modern dream garden with its pretty flora and fauna in soft spring pastels and luxurious summer colours.


Rituals presents its Urban Samurai collection

A jazz band, a couple of traditional barbers, damn fine cocktails and bites and a classy barber shop in Antwerp. Those were the ingredients of the RITUALS event to launch the Urban Samurai collection, a collection of 22 products exclusively for men built around 3 groups: skin, shave and body. Belgian press and bloggers discovered the collection by getting a hot-towel shave or haircut. 


Zign launches #WEARSHOES campaign

To introduce their new campaign #WEARSHOES, Zign, the shoe & accessory brand of Zalando, invited Belgian press over to Berlin to attend an authentic fight night at a boxing club in the Kreuzberg area. For the occasion, the boxers competing for the title were all dressed in classy Zign shoes and attendees could bet on their favourite fighter.


Bell & Ross at the first Belgian edition of Passion for Watches

Bell & Ross participated at the first Belgian edition of Passion for Watches, an exposition that unites thirty important watch and jewelry brands in the context of the prestigious Cercle de Lorraine. At the expo Bell & Ross introduced two major innovations: the B-Rocket motorbike and the new collection BR-X1.



Have a look at some pictures of our Media Days where we presented the new Spring / Summer 2015 collections.

Many thanks to all the visitors!


Club Med presents its new travel trends SS15

Chef Pascal Devalkeneer and sommelier Eric Boschman invited travel core press for a foretaste of the culinary cruise with the Club Med 2. The ship sails across the Greek Cyclades from July 11th till 18th. This new concept is a unique chance for every degustator. It’s not only about enjoying on a gastronomical level, it’s also to get in touch with cooking workshops given by Pascal Devalkeneer, conferences and a few gala dinners.


Campaign for Wool presents the 1st edition of Wool Week Antwerp

The Campaign for Wool celebrates the first edition of Wool Week Antwerp. The main highlight of this Wool Week is an exhibition at WM Gallery, Wolstraat 45 in Antwerp (23 until 30 October). The "17x wool" exhibition shows special made wool objects by Belgian creatives Christian Wijnants (winner of the International Woolmark Prize 2013), Tim Van SteenbergenWalter Van BeirendonckEssentielKim StumpfMaison Anna Heylen, Jan-Jan Van EsscheDamien RavnMonsieur Tricot by Ilia Sigi Eckardt, Ann DemeulemeesterJantine van PeskiTom Van der Borght and Stephan Schneider. Stylist Sonja Mertens arranged a special design installation. Two third- year bachelor students from the fashion department of the Royal Academy of Fine Arts in Antwerp, Woojic Jo and Laure Severac, were selected to enter a silhouette because of their interesting use of wool. The exhibition is curated by fashion journalist Veerle Windels and was shown for the first time during the opening event of Wool Week Antwerp at Paleis op de Meir on October 21st. For this occation there were a lot of sheep in front of the building, together with a shepherd completely dressed in an outfit by Jan-Jan Van Essche.

During the week there is also a “Tour de Wool”, that brings you to the designer shops and multi brand stores where special attention will be given to wool: Sanne De Wolf @ Graanmarkt 13MorrisonDorothee Schumacher, Stephan Schneider, Cover & Couch, Kim Stumpf Flagship Store, Aymara @ Prinses Op De ErwtSedona, Essentiel, Bugaboo @ Kids on the docksCafé CostumeAtelier SolarshopXandres & Xandres xline, VeritasXSO, Maison Anna Heylen, Tommy HilfigerLanado and Slaappunt.


Zalando Blogger Awards 2014

Against an enchanting and illuminated backdrop in the centre of Antwerp, UPR organised the first Belgian Zalando Blogger Awards. The cream of the crop of Belgian fashion bloggers was invited to attend two interesting fashion master classes, by fashion influencer Veerle Windels and international topblogger Yara Michels. Afterwards, the winners of the 3 categories were announced during a festive ceremony, hosted by TV personality Annelien Coorevits and the Zalando fashion jury. The 3 bloggers that took an award (and a year of free shopping on Zalando) home were Teacups & Dresses (People’s Choice), Les Folies des XX (Newcomer) and Polienne (Jury). A party with drinks and bites completed the evening.


The Sylvie collection by Hunkemöller London

‘The Sylvie collection’ is a limited collection arising from a collaboration between Hunkemöller's design team and Sylvie Meis. The collection, inspired by fashion capital London, reflects her personality and taste. Delicate shades of pink, black and burgundy dominate the lingerie sets, the bustier, the body and slip dress with matching kimono. The collection also includes a variety of accessories, such as stockings. The sets have been produced in lace and satin, enriched with rhinestones. The collection will be available both in Hunkemöller stores and online from the 3rd of November. Take a look at the video made in London.


Club Med reveals its renewed Club village Cancún Yucatán 4T

At the end of September Club Med unveiled its renewed luxurious destination in Cancún, Mexico. The Club village has been updated with new family suites provided with seperate children's rooms and a modernized restaurant where everyone can enjoy culinary masterpieces. With a total surface of 9 hectares the Club village is situated in a protected nature reserve between the laguna and the Caribbean Sea.

Guests can relax on two snow-white beaches, one in front of the bay in Cancún and one opposite the second largest coral reef. There's something for everybody: adventurous travellers can go scuba diving, snorkeling or swimming with whale sharks, cultural people can discover the local Maya beauties through excursions to Chichen Itza, Tulum, Ek Balam and Cenote. For more information go to


WE Fashion launches Winter campaign with a party in Amsterdam

To launch the Winter campaign ‘WE Get Together’, Dutch retail brand WE Fashion held an exclusive fashion party at het Mayor Manor in Amsterdam. 

The brand showed how tv, outdoor, print and online media will be integrated in the campaign and how great things happen when we get together; it’s all about real connections. After a black-out, hip hopper and poet Akwasi read the brand’s manifest to the attendees and DJs Victor Crezée and Cherr du Perr & Darling 10 provided tunes for the after party.

The Winter collection will be for sale in WE Fashion stores and online starting from October, 13th.


Afrodite from The Fashion Folio designs a shoe for Sacha

Together with fashion platform Fashiolista, Sacha chose four bloggers in four different countries to design a shoe, namely the Netherlands, Belgium, France and Germany. The fourth and last launch is the collaboration with Afrodite from the Belgian blog The Fashion Folio. Afrodite and Sacha teamed up to design a pretty it-shoe: black ankle boots with a metal tip and cut-out detail. It became a tough girly-girl pair, but with an elegant twist. Afrodite revealed the shoe in the Sacha store at the Lombardenvest in Antwerp among fashion press and blogger friends & colleagues.

The Fashion Folio ankle boots are on sale in stores and online via


Rado HyperChrome Touch Dual Timezone

We hosted the exclusive expo event of the iconic HyperChrome watch of Rado in the beautiful Loft du 22 in Elsene, Brussels. It was all about the presentation of the HyperChrome Touch Dual Timezone, a ceramic watch with two time zones which you can easily manipulate by touch. The design and marketing team explained the design, the evolution of the watch, the sportive collaborations and the operations in the studios. At the end of the event, guests could ask questions and enjoy a drink.


MAC Cosmetics at New York Fashion Week

MAC Cosmetics was present at New York Fashion Week for several SS15 shows. For August Getty MAC used gold and pink to express femininity, youth and luxe. The models at the show of Derek Lam wore pink eyeshadow, which was a process starting with natural, then mauve, lavender en violet were built on top of nudes. During the fashion show of Kate Spade contrasting statements were used: a matte graphic eyeliner against radiant, feminine skin. Ohne Titel wanted models who looked like youthful, cool surfer girls, so MAC used pink blush. For The Row, the models wore a lot of bronzing and gold touches to have an urban, ethic glow. And last but not least: MAC applied worn-in liner to obtain a 1960's London street vibe for Libertine.


Chef Viki Geunes creates exquisite chocolate bonbons perfectly matching illy’s Mono-arabica’s

Out of the nine different arabica's that determine the identity of each illy cup, the Italian coffee-roasting company selected six that are also being offered as monoarabica coffees. This year monoarabica coffees based on beans from Colombia, Costa Rica and India were added to the list. illy asked two star chef Viki Geunes to create 6 bonbons that fits perfectly with the Mono-arabica range. On Monday 8th of September Viki presented his bonbons accompanied with the matching illy’s Mono-arabica’s at ‘t Zilte, on top of the MAS.


Atelier Swarovski by Viktor & Rolf

Atelier Swarovski did a new collaboration with Viktor&Rolf for the Autumn Winter 2014 collection. The collection was designed by the duo and will be revealed during the 'prêt-à-porter show' at Fashion Week Paris. The Atelier Swarovski by Viktor&Rolf collection shows impressive statement pieces with shining and matte crystal in Black Diamond and diverse Jet shades.



Blue ridge, the WE Fashion denim brand, is constantly making changes forward and wanted to share next season’s developments and highlights with the Belgian press. They added a Super Skinny to the denim range, redeveloped the Slim Fit and Boyfriend Fit and added center fold to the Bootcut Fit. Journalists, bloggers and celebs could discover all novelties during an in-store event in Antwerp.

For the occasion, the store was turned completely blue and blue cocktails and fingerfood were served. The WE Fashion denim specialist assisted the guests to find their perfect denim fit.


The Sound of COS

We're very pleased to announce the bespoke fashion film of COS, made by Dutch artists Lernert Engelberts and Sander Plug. The film captures the sound of COS by using iconic and timeless garments and accesories from the Autumn Winter 2014 collection. The Sound of COS is a great way to experience the identity of the brand and to explore the collection at the same time. Enjoy!


Monsieur Black x YSL present Black Opium

The mysterious Monsieur Black works together with Yves Saint Laurent Beauté to introduce his biggest addiction Black Opium. The main goal of his dark life is to find muses and to turn them into an addict. To achieve that Monsieur Black organizes one of the most exclusive parties of the year – and there’s only one way to get in: the #YSLBlacklist. If you want to be on the #YSLBlacklist, you’ll have to follow Monsieur Black on Instagram, Facebook and Twitter to know the challenges. Good luck with convincing Monsieur Black of your muse qualities! You'll find more info on


Getting ready for a Summer of festivals with Zalando

With so many great brands on offer on Zalando, it is no wonder customers from all over Europe browse the webstore in search of their perfect festival outfit. At the start of summer (and Summer festivals), we invited five bloggers to the UPR showroom to get festival-ready. They could get their nails painted, their hair styled, have a refreshing cocktail and get dressed in Zalando. When everybody was ready, an original Volkswagen Samba van took them to Couleur Café, a festival in Brussels on one of the most beautiful industrial sites in Europe. There, in the vibrant and energetic atmosphere of the festival, they could put their festival items to the test.


Rituals Cosmetics Soulwear event

On a sunny morning in June, Belgian lifestyle and fashion journalists gathered at Antwerp's left bank for a relaxing morning with Rituals Cosmetics.
Nina De Man introduced them to the wonderful world of open air yoga and they were treated to a healthy and balanced breakfast, while discovering the Soulwear FW14 collection. 
How's that for a great start of the day?



Belgian beauty and lifestyle journalists were invited to spend an interesting day at the UPR showroom and to discover the trends and novelties of our beauty brands for Fall/Winter 2014.
The day started with a presentation by Weleda, who reintroduced one of their star products, called Skin Food. After a healthy lunch, journalists had the opportunity to attend a MAC Cosmetics trend class, to get a ProNails protect & peel application and to get familiar with beauty trends by Darphin and L'Occitane. 


Exploring urban mobility for Strellson's 30th anniversary

Strellson, the Swiss fashion and lifestyle brand is celebrating '30 Years of Modern Swissness' with the perfect Strellson suit and a folding bike by Italian bike manufacturer Bianchi. Together, they designed a bike in the colours of the brand; matte black with red detailing.
To explore the theme of the collection, 'Urban Mobility', Antwerp's city guide Tanguy Ottomer took journalists and bloggers for a ride around the city on these customized bikes. After the tour, everybody was invited at Clinic Concept Store for a Swiss lunch and the opportunity to discover the full collection.


Sam Edelman conquers Antwerp with pop up store at Monar

On April, 25th, renowned footwear brand Sam Edelman opened its very first pop up store in Antwerp, in collaboration with Monar. In this store, you will find the most extensive selection of his collection sold in Belgium.
For the occasion, Sam Edelman himself visited Antwerp to celebrate this collaboration in true fashion style, together with a bunch of Belgian celebs and press, all eager to choose the perfect pair of Sam Edelman shoes.


UPR Media Days FW14

Have a look at some pictures of our Media Days where we presented the new Fall/Winter 2014 collections.

Many thanks to all the visitors!


Rituals Flowers of India in-store event

To celebrate the launch of the Summer Limited Edition 'Flowers of India' and the rebranding of the already well-known Ayurveda and Hammam series, beauty brand Rituals invited press, bloggers and celebs to an inspirational in-store event.
Spicy snacks, beauty discoveries, a bunch of fresh flowers, happy tunes and frozen cocktails brought a Summer vibe to the Indian-themed night.  The guests were pampered at the make-up stand and could test and try all the new products throughout the store; everybody left the store happy and relaxed.


Timberland #inmyelement campaign launch

To celebrate the Timberland #inmyelement campaign, we collaborated with actor Stijn Steyaert, dancer/writer Ish Ait Hamou & Eigen Makelij's rapper Nag Toeval. They were photographed in their favourite SS14 look at the place they are most 'in their element'. The result was on display during a closing event at the Antwerp Timberland store, in the presence of press, bloggers and influencers. 


Dorothée Schumacher Antwerp store opening

Dorothee Schumacher, one of the most important German fashion companies with an international reputation, opened her first store in Antwerp.

She celebrated the grand opening with her close partners, team and members of the press in the new store alongside the fashion museum. An interactive installation transformed the display window into a virtual wardrobe. The fashion crowd were fascinated by the runway looks, favourite accessories and personal quotes from the designer that lit up the façade and transformed the street into an event venue. Champagne flowed from an opulent pyramid – with a luxurious ease exceeded only by the charming energy of the guests. DJane & model Amélie Lens created the soundtrack for the night. Guests like IT-girl and blogger Emma Gelaude and singer Stefanie Callebaut were impressed with the collection.

The shop can be found on the Nationalestraat 24, 2000 Antwerp. 


Hilfiger Denim Ghent store opening

To celebrate the opening of the new Hilfiger Denim store in Ghent, we gathered press, bloggers and influencers for an exclusive in-store event.
A cosy setting, American food and drinks and a performance by Belgian electro rock band Compact Disk Dummies were the right ingredients to make this a night to remember. 


Kipling x Natalie Joos Press Launch

On March, 13th Kipling launched an exclusive travel collection in collaboration with the fabulous Natalie Joos!
In true New York style we welcomed the press and bloggers to party with us at Antwerp hot spot Bar Cesar.
The full collection will be available in Kipling stores and on as from June, 1st 2014. 


Eleonora Carisi for Zalando Blogger Breakfast

On February, 27th, 10 Belgian bloggers gathered at NOMAD to get a sneak preview of the Eleonora Carisi for Zalando capsule collection and enjoy a healthy breakfast in between nature. To fit the look & feel of the collection, we created an urban jungle in a small venue in Antwerp and served nothing but healthy dishes with the best nature has to offer. All the bloggers received an item of the collection, styled it and showed the results on their blogs.  


The Big You IV

Official video recap from THE BIG YOU IV, already the 4th edition of one of Belgium's most anticipated and biggest blogger events, hosted by UNLIMITED PR ANTWERP.

With participating brands : Camper - Illy - L'occitane - Pepe Jeans - Pronails - Radical Skincare - Swarovski - Sennheiser - Sodastream - Timberland - Veritas - Zalando



UPR Beautyday SS14

A lovely day at the UPR showroom to present the trends and novelties for spring summer 2014 of 8 beautybrands to the Belgian beauty and lifestyle press.


Zalando pop-up store Brussels

Online retailer popped-up for 3 days in November. In an end of year theme guests could discover the broad variety of clothes, accessories, gifts and deco elements Zalando has to offer. This 'offline experience' was installed in the Dansaert area in Brussels.


Karl Lagerfeld store opening Antwerp

KARL LAGERFELD arrived on Schuttershofstraat 53, and more than 300 guests celebrated the opening of the 7th European store of the brand. Among the happy few were Stefanie Callebaut wearing a KARL LAGERFELD coat and bag, Amelie Lens and Sofie Valkiers both in KARL LAGERFELD too, Tanguy Ottomer and many others… Hannelore Knuts was behind the dj decks for some cool music tunes.


Ode aan Papier - Paper Chain Forum

Launch of the national awareness campaign 'Ode to Paper'

No Wonder you love paper -


Tetra Pak publishes its Sustainability Update 2013

The report highlights some of the activities and initiatives that have taken place across the globe during the past year, reinforcing the company’s commitment to grow its business in ways that are socially, environmentally, and economically responsible.

The full report of Tetra Pak Sustainability Update 2013 can be found on


Top Year for the Hoogstraten® kiwi grape!

The Belgian kiwi grape, a super fruit which is tasty as well as healthy, is available from September until November!


De Morgen Magazine & Converse

DMM covers a nice editorial in their Fashion Special with Converse sneakers on the cover.


UGG Summer Sensation

This summer, UGG Australia celebrated its 35th anniversary @Siësta Beach Knokke. Think: UGG-cocktails, foot massages, a special kids corner, live acts, lots of sunshine and happy pretty people. Swarovski participated by giving guests the opportunity to costumize their UGG classic boots with their initials in crystals. Highlight of the celebration was an exclusive party at the 'Nacht van't Zoute'.


Welcome to the House of Kipling!

Kipling introduced a new shop concept in the Antwerp store known as 'The House of Kipling'.

Press and consumers discovered this during a cocktail party with music, drinks, some monkey business and a lot of bags!


Rituals opened its biggest store ever in Antwerp on June 19th

Home & Body Cosmetics brand Rituals opened its biggest store ever in Antwerp on June 19th. In celebration of their new Laughing Buddha range they had an Oriental theme with Geisha girls, fortune cookies and sushi & sake. Raymond Cloosterman, founder and CEO of Rituals and Eva Elias, Creative Director, were happy to meet the Belgian fans and press on this special occasion.


EFFIE Awards 2013

UPR Corporate managed to achieve the New Effie Awards management objective to start ‘effective’ press relations. A pro-active and professional PR approach resulted in a large online and offline press coverage in national newspapers, magazines, television and trade press.


No wonder you love paper

More than 8 out of 10 Belgians prefers print media. 

The Belgian remains primarily a reader of printed books (84%), newspapers (86%) and magazines (89%). Choice printed or digital media depends on reading time and comfort. 


Agent Provocateur Shop Opening Antwerp

Agent Provocateur opened its first store in Antwerp (at Schuttershofstraat) on the 23th of May. Sexy models, bubbly champagne and openminded people was all it took to create this sizzling boudoir-evening. Even Mr. M. Lagrange himself could not miss this party to sign copies of his book - totally matching Agent Provocateur's audacity.


Tommy Hilfiger 'Surf Shack' Launch

Recap video of the Tommy Hilfiger 'Surf Shack' Launch at the Antwerp store on May 14th. Belgian press, bloggers and VIP's enjoyed surf 'n turf fingerfood, music and a live performance by Belgian graphic artist Denis Meyers. Five VW-vans coloured the street and made the perfect setting for a polaroid photoshoot. The perfect summer vibe on a cold afternoon.


Bell & Ross at BaselWorld 2013

Behind the scenes video from Bell & Ross at BaselWorld 2013.


UPR Press Days FW13

UPR Press Days, presenting the new FW13 season.


Liu JO Campaign SS13

Our expert team will identify the right media mix to connect you with your new or existing customers, make the most of any budget and ultimately amplify any brand and campaign.


M.A.C. Cosmetics launch

M.A.C Cosmetics launch in Belgium and opening of its first store in Antwerp staring M.A.C Viva Glam Spokesperson Dita Von Teese 



UPR press room located in the BtoB district of Antwerp


Brand Consultancy

UPR Creative organizes and facilitates brainstorms and brand workshops for brands that want to reposition and empower the brand or need to communicate their points of differences. We encourage our clients to learn from the consumers. We work for Sanoma, UGG, Bjorn Borg, etc



For UGG Australia it’s not enough to be different. They want consumers to experience UGG really feels like nothing else. That’s why UPR Creative developed a 360° marketing campaign based on a brand story that reinforces everything people love about the brand. This story was translated over/into all the touchpoints: media, press, events, digital, retail and product.


Peter Pilotto

To gain fashion credibility and target new, younger customers, We were responsible for building a collaboration with Peter Pilotto. To launch the limited edition collection designed by the Belgian/British fashion brand we developed the advertising and PR campaign.

This campaign energized Kipling by getting enormous press clippings and strong retail exposure. 


Video Big YOU III

THE BIG YOU is an event targeted specifically to the Belgian Blogosphere where UPR brands have the chance ànd the challenge to introduce, educate, inform and elaborate on their brand and their season focus points through intricate workshops & presentations. 


Flying Group to develop a crisis communication approach and manual

As reference for private and business flights in the Benelux and France with fast growing activities and HQ on the Antwerp Airport, Flying Group needed to be well prepared for any crisis. UPR organized a hands-on crisis communication audit that resulted in a down to earth crisis communication plan and manual that is manageable for small and medium sized businesses. A specialized crisis communication team of UPR is standby to support its clients in handling any situation that is threatening or could threaten to harm people or property, seriously interrupt business, damage reputation and/or negatively impact their bottom line.


SodaStream to go viral with its banned television advert

SodaStream is the world's largest manufacturer, distributor and marketer of Home Carbonation Systems. The company launched a controversial television campaign that was banned in the UK and the US. UPR used the ban as leverage to communicate online, social and offline on SodaStreams market strategy, unique sustainable alternative for bottled ‘big soda’ and the launch of new products. This mix resulted in broad press coverage and the advert going viral on youtube.


Tetra Pak to protect what’s good and tell about it

To protect what’s good is the overall promise of market leading packaging and processing Tetra Pak. UPR was challenged to integrate this baseline in its PR strategy for Tetra Pak and worked out a long term partnership with NGO Green to develop educational projects for children. Tetra Pak and Green launched, an educational initiative to fade the boundaries between children, forests and the sustainable use of paper and packaging. The project was endorsed by regional ministers on both sides of the country, national and local governmental institutions and broadly covered by the media. 


Tempo-Team to increase top-of-mind awareness and thought leadership on the labor & staffing market

Staffing company Tempo-Team, part of the Randstad group, needs to position itself as performant challenger on the hyper competitive staffing and HR services market. Therefore Tempo-Team wants to be perceived as thought leader and strong and reliable brand by all B2C, B2B and governmental stakeholders. To put Tempo-Team on the public agenda and to claim share of voice in the labor market debate UPR developed a strategy based on market research, third party endorsement and multimedia communication that aims to improve customer intimacy through mass media and the agency network of Tempo-Team.


Veritas to celebrate its 120th anniversary with all stakeholders and to strengthen the brand experience on a corporate level

Leading accessories and ‘mercerie’ retailer Veritas wanted to target their core audience to participate at their 120th anniversary and to increase the brand experience through the retail network and a brand new digital platform. UPR targeted mass media with the unique ‘story’ of Veritas using the anniversary, company results and market strategy as leverage to pitch the PR story that was all about the USP’s of Veritas.


Kipling 25th Anniversary Party

Kipling 25th Anniversary Party in Antwerp. February 2012


Press launch of the VIPP capsule collection

Press launch of the VIPP capsule collection in collaboration with Jean Luc Moerman And Smets premium store. September 2012


Camper Loves Paris Event

Camper Loves Paris Event during Paris FASHION week to celebrate Its 20th Anniversary on the French market


Illycaffè brand Ambassador Viki geunes

Illycaffè brand Ambassador Viki geunes introducing ILLY gourmandises. T zilte 2 star michelin restaurant at Mas in Antwerp.


HUGO FASHION show Fall winter

HUGO FASHION show Fall winter 13 at Berlin FASHION week. January 2013


UPR is a leading, full-service public relations and communications agency. Providing experience and know-how to established global brands, as well as the next generation of talent within the fashion, lifestyle, consumer and corporate industries. 

Working pro-actively in the changing media landscape, always pushing forward to be relevant, efficient, and innovative we establish top of mind awareness for all of our clients.

To achieve cost efficiencies and a broader impact, UPR focuses on integrated campaigns and activities for all UPR divisions.

UPR is made up of passionate and intelligent people that have the know-how to build a strong brand vision, and deliver on strategy.

We value genuine and true partnerships resulting in long-term client relationships and have been delivering consistent results, successful campaigns and happy clients since 2001.

Today UPR has offices in Antwerp, Brussels and Amsterdam.