Brussels is about to add a new nugget to its culinary scene. Ratz, a food market like no other, will open at the end of 2025 in the heart of Ixelles. A hybrid, immersive and provocative space, it’s sure to be the talk of the town even before it opens its doors.
A food market or a theatrical experience?
Forget the classic food hall concept: Ratz intends to teleport you elsewhere. In the former parking lot on rue Saint-Boniface, this 3,000 m² space will be transformed into stylized alleyways and street scenes, like a small culinary theater inspired by the atmospheres of the Middle East and Asia. Two caravans and an old truck will set up shop on the first floor in an urban garage setting, while the upper floor will host events and exhibitions. It’s more than a gourmet market: it’s a sensory invitation!
Pre-opening buzz: zero advertising, 100% intrigue
No poster campaigns or conventional advertising here. Founding duo Thierry Goor and Pascal Van Hamme (already behind the Wolf and Fox) opted for a well-honed guerrilla marketing strategy. Rat stickers scattered around town, enigmatic clues, and a cleverly orchestrated build-up of tension on the networks. Word-of-mouth is king, and mystery is the name of the game. Ratz relies on the viral effect, collective curiosity and public participation to exist even before it opens.
A cosmopolitan and 100% original menu
On the culinary front, Ratz will feature 13 shops, five of which will be devoted entirely to Middle Eastern flavours. Heading up this section is Georges Baghdi Sar, the artisan behind My Tannour and Booza. But there will be no recycling here: each culinary concept will be original, designed exclusively for Ratz. What’s more, the candidates include Michelin-starred chefs and profiles with hundreds of thousands of followers. Ratz wants to surprise, break the mould and show that street food can also aim for the stars!
The opening is scheduled for late 2025.