When the former Citroen garage in Brussels reopens in November 2026, it won’t be a showroom. The 40,000 m² site is becoming Kanal, a new cultural center bringing together modern and contemporary art, architecture, performance, gastronomy and public spaces, with its artistic programs supported by the Center Pompidou.
Basic design was introduced to create a matching identity. Rather than employing a traditional visual system, the studio built what it calls a multi-sensory brand universe – spanning visual, sound and movement layers – designed to accommodate everything from large-scale exhibitions to everyday encounters in public spaces.
“As Brussels’ only museum of modern and contemporary art and architecture, the Karnal is committed to engaging with the city and its people in an open, diverse and evolving way,” said Yves Goldstein, general manager of the Karnal. “What we present is not a finished institution but a cultural project in progress – one that listens, adapts and grows with its audience.”
This is an ambitious goal, and the identity system must match it. The project spans Kanal Architecture’s exhibition spaces, architectural and landscape projects, live art, workshops, performance venues and public gastronomic experiences. The challenge for Base Design was to create consistency across all aspects without diluting diversity.
The guiding concept behind the system is “flow and overflow” – a reference to the canals that run along the building, and the institution’s ambition to remain open to change, diversity and even imperfection.
In practice, this means a visual identity that expands and contracts depending on the environment, paired with a language of movement built around rhythm and pulse. A bespoke sound identity created with Brussels-based Kiosk Radio adds another layer. The system is designed to suit a variety of scenarios, from large-scale international exhibitions to everyday life in public spaces.
“This project was about creating a brand for a cultural organism rather than a traditional institution,” said Dimitri Jeurissen, founding partner and executive creative director of Base Design. “Our goal was to create a system that could accommodate all of this: fluidity, expressiveness and unity enough to define Brussels’ cultural identity for decades to come.”
The commission had particular resonance for Base Design’s Brussels studio, which has long-standing ties to the city through collaborations with institutions such as Bozar and La Monnaie/De Munt Opera House.
“Projects of this scale are only possible through deep co-creation,” says Thomas Leon, design director at Base Design in Brussels. “This identity was built with the Kanal team, Brussels, the building’s industrial heritage and the partners who helped it resonate.”
When it opens in November 2026, Canal will be like no other. Base Design’s job is to create an image that keeps up with trends.
