The Starting Point

Jeux d’Hiver has stood in the Bois de la Cambre since 1988, an iconic venue at the edge of Brussels, where the city meets the forest. In an effort to adapt to new trends, Jeux d’Hiver wanted to offer an up-to-date and contemporary concept.

New management arrived with a clear ambition: to make Jeux d’Hiver a destination party-goers choose deliberately. The club needed to become more inclusive and contemporary while maintaining its sense of prestige, redefining it through energy, experience and atmosphere.

More than a repositioning, the goal was to create a story people genuinely want to be part of.

The Tension

Repositioning Jeux d’Hiver required balancing tension. The brand needed to feel more open without losing its depth, more contemporary without disconnecting from its heritage, and more energetic without becoming chaotic.

At the same time, the identity had to reflect the nature of the place itself: a layered environment, shaped by rooms, moods and the surrounding forest. Something closer to a house of discovery than a singular destination.

Let the Wild In

Out of this tension came a simple idea: Let the Wild In.

We didn’t tame the wild, we framed it. The wild reveals itself through three dimensions. The natural setting, the free spirited crowd and the instinctive rhythm of the night. A venue layered like the forest itself. A place shaped as much by the people as by the space.

This fluidity transforms it into more than a venue. A living environment, built to be inhabited rather than simply visited.

Shaping Controlled Wildness

To bring this idea to life, we built the identity around the tension between wildness and restraint. A baroque-inspired emblem brings richness and heritage, held within a controlled, structured frame.

The identity moves older rather than newer, drawing on heraldry, blackletter and calligraphic scripts to carry weight and character.

Beyond visuals, the experience builds loyalty through ritual and surprise. Small gestures and an inviting tone reshape how the venue is felt.

The result is a place that feels lived-in, not designed. A house in the woods where decadence meets restraint, with an identity built to hold its character from aperitif to after-hours.