Iconic magazine #theseventhedition

ICONIC MAGAZINE

#the seventh edition

Camille Walala

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Art with a colorful mission

Increasing real estate prices Is affordable still feasible?

Ten years of #actION

Parkhotel Waterfront

Celebrating a milestone in style

Waregem’s first four-star hotel

˼ ON THE COVER

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Camille Walala This French artist is well-known for her large-scale and intensely colorful street art.

She uses her eye-catching designs to convey positive messages.

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˼ CONTENT

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Introduction

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Cities Tirana

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Spotted by ION Be inspired

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Trends Affordable living

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Architectural Gems Luma Arles vs. Biesbosch

22 — In Conversation Kristof Vanfleteren, Jeroen Rabaey and Tinne Van der Straeten

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State of the Art Camille Walala

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Sustainability The path to a climate-neutral Europe

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Technology Immotokens

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#ActION Ten years of ION

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Speakers Corner ION welcomes three new directors

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Under Construction Francar Deerlijk

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The Resident Parkhotel

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Photo section Waterfront

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˼ INTRODUC TION

10 years of growing, innovating and having fun 10 years and 135 employees later, we can look back on a success story that still has so much in store for the future.

From left to right: Kristof Vanfleteren (CEO and co-founder) and Davy Demuynck (CEO and co-founder).

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'We can always do better, be more ambitious, and more effective.

ION celebrated its tenth anniversary in 2021!

— Challenges

— Sharing our views

Our strength? We always look towards the

We have experienced a lot of turmoil over the

The great thing about ICONIC is the variety of

future. Although we have had many suc-

years, and this will be no different in the next

themes that are covered. We intend to bring

cesses in recent years, we have never dwelt

ten years. The current hot topic is undoubt-

you a unique magazine. One that looks good

on them for too long. We always believe that

edly the issue of affordable living. We are

and in which we can share our views from dif-

we can do better and be more ambitious and

constantly considering and experimenting

ferent perspectives: from art to technology

effective. This doesn’t mean that we don’t

with ways of offering solutions to this prob-

and from law to architecture. We enjoy inspir-

have fun. Quite the contrary, fun is in our

lem to young and not-so-young people. One

ing and provoking our readers to think. The

DNA! Fun is a recurring theme in our way of

of these solutions is IRP, our institutional

new “Spotted by ION” section is an excellent

working. We firmly believe that it's the rea-

housing platform. The purpose of this plat-

and light-hearted example of this.

son why our trajectory flows naturally and

form is to invest in affordable and good qual-

efficiently.

ity rented homes in Belgium’s largest cities.

We sincerely hope that you can relate to some

Another one is sharing communal areas with

of the topics and will enjoy learning from the

Another reason are the 135 talented people

attention to housing quality. Of course, we

articles in this magazine. Enjoy!

who work hard every day to achieve our suc-

are also looking at our neighboring countries,

cesses and continue to grow with our com-

where this problem has been around for much

pany. We have welcomed a lot of new talent in

longer. It continues to be a search that we are

the past year. Our Finance, HR, and Marketing

intensely engaged in.

Davy Demuynck and Kristof Vanfleteren CEO’s and co-founders

Departments needed three new directors to help us take our company to the next level.

The next topic that we cannot ignore today

And we found them: Florence, Geert, and

is sustainability. We are proud of everything

Virginie are the perfect match for ION. They

that we have achieved. Our head office was

will take you through an engaging conversa-

Belgium’s first carbon-neutral office building,

tion where they talk about the strengths of

and in Veurne, we are building the first heat

their team and their role as directors.

network that uses the industrial residual heat from PepsiCo’s chip oven for sustainable home heating. We believe that things can always be better, so we are constantly analyzing and thinking. What else can we do? On an ecological level but also on a financial and social level. You can read more about our sustainable initiatives in this magazine.

˼ CITIES

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TIRANA

© Filip Dujardin

A city in transition

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'The New Urban Plan 2030 is an expression of the future of a polycentric and kaleidoscopic metropolis, which is to accommodate a rediscovered balance between city and nature.

— Stefano Boeri Architetti

Undiscovered, economical, and trendy: Albania is booming. You can tell this from the level of tourism as well as its urban development. The Italian architect Stefano Boeri is giving the capital a complete makeover in Tirana’s New Urban Plan 2030. What’s more, the plan has a Belgian connection with the Brussels architectural firm 51N4E.

˼ CITIES

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Key points of The New Urban Plan 2030 — Biodiversity — Polycentrism — Mobility — Water — Tourism — Accessibility — Agriculture — Energy

Tirana, which has been the capital of Albania since 1920, is located between the Tiranë and Lanë rivers. It is the result of a political compromise between the north and the south.

For whereas Tirana initially had just 10,845 inhabitants, it would later surpass the other Albanian cities with 900,000 inhabitants.

Today’s city has been deeply marked by the long Communist influence. This is particularly noticeable in its chaotic architectural mix. As a city with Roman, Byzantine, Mediterranean, Communist, and anarchic influences, Tirana is in constant flux.

— New Urban Plan 2030 The country’s recent town-planning and

— Time for action

architectural developments all form part of

Once Europe’s poorest country, Albania’s

the New Urban Plan 2030. They represent an

economy is now in recovery. Prime Minister

essential part of a broader transition. Albania

Edi Rama wants to transform Tirana and

wants to join the European Union as soon as

the Albanian coast into veritable tourist

possible; the New Urban Plan 2030 will help

hotspots. Before the Corona crisis, Albania

to bring this ambition a good deal closer. The

was visited by six million tourists every year,

Italian architect Stefano Boeri is the mas-

representing some 9 percent of the economy.

termind behind the plan. He aims to bring

Pushing that figure even higher will require

together culture, society, and geopolitics to

some serious plans for the future And they

give Tirana a sustainable future. For instance,

exist! The New Urban Plan 2030 will give

a forest consisting of two million new trees is

Tirana a total makeover. It will get a brand-

to surround the city to prevent urban sprawl.

new international airport, a high-speed rail

The plan also includes a tripling of the green

link to the downtown area, and a sea termi-

space in the downtown area, two green rings

nal. The public spaces will also benefit from a

suitable for walking and cycling, and a large

thorough overhaul with a focus on greenery.

natural oasis on the Farka Lake.

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˼ CITIES

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51N4E The Belgian architectural firm was established in 1998 by Johan Anrys, Freek Persyn, and Peter Swinnen. You probably know them from projects such as Lamot (2005), TID Tower Tirana (2004), C-Mine (2006), and the Fly-Over (2019). 51N4E represents Brussels’ geographical coordinates, as a nod to the office’s location.

— The Brussels touch In 2018, the architectural firm 51N4E won the European Prize for Urban Public Space for the reconstruction of Tirana’s Skanderberg Square. The square was constructed in 1930 and attracted many crowds thanks to the nearby symbolic buildings such as the opera house, the national museum, and the National Bank. The Belgians turned the over 170 m2 square into a traffic-free zone, creating a kind of “clearing in the midst of the city’s chaos.” In fact, thanks to the clearing, the new greenery, and the slope, the square has taken on an imposing and monumental appearance. A nice fact about the project is that the reconstruction involved used stones from the various reaches of Albania.

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European Prize for Urban Public Space This bi-annual competition serves to highlight European projects that create, restore, or improve public spaces. The renovation of Skanderbeg Square was awarded first prize in 2018.

— Plans for the future Although the extensive TR2030 plan has already given rise to several new projects in Tirana, including the reconstruction of Skanderberg Square, there’s more to come.

Twenty new public schools will be built, and many other architectural treasures are still in the pipeline. Besides developing the master plan, Stefano Boeri also designed the Vertical Forest building. This building will have three green facades accommodating more than 3,200 shrubs and 145 trees. The Vertical Forest will create more than 550 m2 of new green space, increasing the city’s biodiversity and contributing to a new urban ecosystem.

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˼ SPOT TED BY ION

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Spotted, checked & approved

SPOTTED

Be amazed by some of our staff’s inspirational tips. An original podcast, a trendy bar, or a museum of note?

We gladly share five great tips with you!

— Roof garden & park Would you like to enjoy a drink surrounded by greenery but still be in the downtown area? You can in the roof garden of Base in Porto! Underneath the public park are shops and an underground parking lot. This concept shows that it is possible to create green spaces with commercial businesses right in the downtown area. baseporto.com

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— Expo Muller Van Severen The eagerly awaited extension of the Design Museum in Ghent is finally in sight. That is why the Muller Van Severen design duo’s works will be exhibited one last time. Fien

— 99% Invisible

Muller and Hannes Van Severen have been working on their inspiring collections of sculptural furniture and objects since 2011.

99% Invisible is a podcast by the American

In celebration of their tenth anniversary, you

radio producer Roman Mars. It focuses on

can visit the exhibition in their hometown

design and architecture and the difference

from October 6, 2021 through March 6, 2022.

between what you see and what a designer,

designmuseumgent.be — Foto © Steven Decroos

architect, or engineer sees. This exciting podcast makes you think about things you might not always be aware of!

99percentinvisible.org

— Fondation Cartier Parijs Fondation Cartier is a contemporary art museum in the 14th arrondissement of Paris.

The museum is located in a light and airy building designed by Jean Nouvel. You can visit it to see exhibitions of contemporary and international artists. fondationcartier.com — Fondation Cartier pour l’art contemporain © Jean Nouvel / ADAGP, Foto © Luc Boegly

— Numbered By If you’re looking for unique items to add to your closet, Numbered By will have something for you. This platform creates unique shirts in collaboration with Belgian contemporary artists. It gives artists a new way to display their works. numberedby.org — Foto © Manor Grunewald

˼ TRENDS

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Affordable living In today’s climate, it has become quite a challenge for young people to buy or rent property without substantial financial support.

As a rule, we should need to allocate no more than a third of our family income for our housing budget, but in Brussels, this is already as high as 40%.

Is affordable still feasible?

These days, we all know someone looking in

which means that the number of tenants is

vain for an affordable home. We can no longer

rising sharply. We have seen this trend for

ignore the fact that real-estate prices will keep

some time in our neighbouring countries.

rising on the private housing and rental markets year after year. This particularly affects

— Increasing construction costs

young people and the financially less well

The sustainability transition also has a role

off, and they are rightly concerned about the

to play. Property developers are making sig-

future. Is this going to change, or will it become

nificant investments in sustainability, but

the new normal? So, what causes these

that comes at a cost. Construction costs are

increases and what are the solutions, if any?

increasing due to the need for more and more expensive materials. These include additional

— Aspiration to homeownership is a thing

insulation, ventilation techniques, solar pan-

of the past

els, and heat pumps. In the long run, these

One reason is that demand far exceeds sup-

will benefit us financially, but installing them

ply. Belgium’s population keeps rising, and

doesn’t come cheap.

family compositions are entirely different from 20 to 30 years ago. There are now many

— How are our northern neighbors faring?

more single-parent families and two-person

In the Netherlands, this has been a prob-

households. And it is precisely those families

lem for much longer. Developers there are

that are looking for more compact homes.

pushing hard for affordable housing. They

Also, the aging population is increasing the

do this by increasing the supply and select-

demand for smaller homes that are closer to

ing large-scale area developments, allowing

stores and amenities.

them to build more efficiently, which makes everything more affordable. They also like to

Moreover, young people are less likely to

work with housing corporations. In this way,

invest heavily in their homes. “Aspiration to

they help to increase the supply of social

homeownership” is a thing of the past. They

housing. The largest property developer in

are more inclined to spend money on travel

the Netherlands, BPD, has also set up its own

and experiences. Much like lifetime jobs, life-

housing fund. This allows them to help people

time residences will likely disappear as well.

who earn too much to rent social housing but

People find it less necessary to own a house,

not enough to buy or take out a mortgage.

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'Dutch developers choose large-scale area developments, which allows them to build more efficiently.

The Francar project delivers affordable family homes and apartments in downtown Deerlijk.

— Collaboration

— Investment platform for

in this trend. Even our governments have

We also intend to implement the initia-

affordable homes

come to realize the seriousness of the situ-

tives that have been undertaken in the

In early 2021, we also set up the IRP: ION

ation. We all need to and will work together

Netherlands. At ION, we are in the process of

Residential Platform. In collaboration with

to achieve something we all want, which is

creating supply and are also planning large-

international institutional asset managers

quality and affordable homes in the Belgian

scale projects. An excellent example of that

Bouwinvest Real Estate Investors and CBRE

real estate market.

is Burenberg in Leuven, where we have com-

Global Investment Partners, we invested

bined a residential care center, assisted living

280 million euros in new-build homes and

apartments, student dorms, modest apart-

apartments exclusively for the rental market.

ments, luxury apartments, and single-fam-

The purpose of this joint venture is to provide

ily homes. The City of Leuven insisted that

more homes at affordable prices. This brings

social housing should be included in this proj-

financial benefits and will improve the hous-

ect. Needless to say, ION took this require-

ing quality by taking its management to a

ment into account. Ten percent of the project

higher level.

comes under social housing. It gives people experiencing financial hardship the opportu-

We are still facing a long and challenging road

nity to live affordably in quality homes.

ahead, but have noticed a growing interest

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˼ ARCHITECTUR AL GEMS

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The eye-catcher of Arles The LUMA Arles museum is a remarkable sight to say the least. The 56-meter-tall tower is covered by no less than 11,500 aluminum panels.

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LUMA

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ARLES The eye-catching LUMA Arles was designed by Frank Ghery and is a center for various art forms. Its impressive design reflects the steep rock formations near the city, whereas its glass rotunda on the first floor is a reference to the Arles arena, one of the most beautiful vestiges of the Roman Empire in France. This iconic architect has many more world-famous buildings in his portfolio, such as the Guggenheim Museum in Bilbao, the Dancing House in Prague, and the Walt Disney Concert Hall in Los Angeles.

˼ ARCHITECTUR AL GEMS

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At one with nature The Biesbosch is Europe’s largest freshwater tidal area. The interactive museum blends into its surroundings and teaches visitors all about the natural and human history of this nature reserve in the Netherlands.

Biesbosch

MUSEUM ISLAND

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In contrast to the striking Luma Arles, the Biesbosch Museum can be found among the water and the greenery. This spectacular design by Studio Marco Vermeulen subtly attracts attention with its large windows and unique shape. Its windows are made of state-of-the-art solar control glass, while its green roof acts as additional insulation and heat buffer. On warm days, water flows from the river through an underfloor piping system, cooling the building.

˼ I N C O N V E R S AT I O N

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The new normal As buildings are subject to increasingly stringent energy requirements, the real estate world is facing considerable challenges.

The sustainability challenges

for 2050 The new Flemish energy targets require

— What can the construction industry do

every building to have an energy label A by

to build more sustainably?

2050. This presents significant challenges

Kristof: “People mainly think of the tech-

for homeowners and real estate developers.

nical measures when they consider sus-

But how do we achieve sustainable

tainable construction. Here at ION, we have

construction? This is what we ask Kristof

been thinking especially about how we can

Vanfleteren, CEO of ION, Jeroen Rabaey,

be sustainable as an organization. We have

co-founder of Noven, and Tinne Van der

defined three sustainability pillars around

Straeten, Federal Minister for Energy.

this: impact building, total cost of living, and communicate as one. These pillars are now part of our DNA. We also use the District Sustainability Meter, a tool provided by the Flemish government that allows us to measure how well we score compared to the legal framework and other companies. So, we are mindful of the technical measures but are also constantly thinking about how to implement sustainability in each new construction project.”

From left to right: Jeroen Rabaey (co-CEO and co-founder of Noven), Tinne Van der Straeten (Federal Minister for Energy) and Kristof Vanfleteren (CEO and co-founder).

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'As entrepreneurs, we must keep exploring how we can make a difference.

—

Kristof Vanfleteren

— Are you noticing any changes from conventional to renewable energy in practice?

Jeroen: “For new construction projects, we are witnessing a clear evolution from gas and heating oil to either residual heat or geothermal energy. In this process, we extract energy from the ground and convert it to cold air with a heat pump. It is both a sustainable and climate-friendly solution to prevent overheating. In fact, we see these and other sustainable solutions gaining more ground and also a trend from ‘nice to have’ to ‘must have’.”

Expectations — Sustainability and climate-friendliness involve many challenges. What do you expect from the developers?

Tinne: “A lot of passion and expertise.

Belgium has many old buildings, and making them all meet the European climate objectives would require about eleven home renovations per hour. An emerging trend in new projects is for neighborhoods to collaborate to provide smart energy solutions. So, the government has a massive challenge in ensuring that the framework and rules are clear.”

— And what does the construction industry expect from the government?

Kristof: “We are working on various initiatives that involve engagement with privatized energy installations and buildings. There is no legal framework for this at present, and this sometimes puts people off.”

˼ I N C O N V E R S AT I O N

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Jeroen Rabaey Co-founder and co-CEO of Noven. This Ghent-based start-up specializes in developing and financing energy solutions that allows buildings to reduce their carbon footprint and energy bills.

Collaboration is key

— Of course, proper coordination is

Jeroen: “Let’s not forget the installation

essential, especially regarding energy.

costs either! If we want to provide affordable

— Living and building sustainably

What are your views as the Minister of

and sustainable heating for social housing,

also have an impact on our heating

Energy?

we have to subsidize it as a private company.

technologies. Can the existing structures

Tinne: “Smart management of energy is

That would not be a long-term solution, and

and systems accommodate this evolution?

critical, and we must indeed regulate that

this is where the government needs to use

Jeroen: “The power grid is under increasing

at a higher level. Our people are engaged in

tools to close that gap.”

pressure. That’s why it is essential to make

increasing the intelligence and flexibility in

the right technological choices. When we

grid management. I expect to finalize and

Tinne: “We need more collaboration if we

decide to use heat pumps, we should remem-

present some amendments to the Electricity

want the energy transition to succeed. We

ber that they use the electric grid, which is

Act before parliament this year. These

have already reduced the VAT rate for home

already overloaded. We believe that every-

include a changeover from ‘electricity and

renovation to 6 percent to give that sector a

thing should be connected and managed

gas’ to ‘heating’ as the reduced rate currently

boost and create jobs.”

centrally. We believe this is where there is

only applies to the use of electricity or gas.

a crucial role for Energy Service Companies,

There should also be a broader debate on a

which have a responsibility for the efficiency

tax reform that would promote renewable

and proper operation of those facilities.”

energy and put a heavier tax burden on polluting energy.”

'We need more collaboration if we want the energy transition to succeed.

—

Tinne Van der Straeten

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The challenge — How can we make sustainable construction feasible?

Kristof: “Although our buyers are prepared to make additional investments to ensure sustainable construction, we also feel that it’s essential to contain the associated costs.”

Jeroen: “When it comes to new construction, people are in favor of renewable energy, but we come up against low gas prices and the fact that we still have to buy electricity. The same is true in the renovation sector. Tax reform is essential to give these projects the necessary room. At present, it is not possible to recover the investment of a heat pump because you spend more and the cost of consumption does not decrease much, if at all.”

— There clearly is a will. But when will the government make a move to find a way?

Tinne: “The Electricity Law will be amended

'We see a trend from ‘nice to have’ to ‘must have’.

— Jeroen Rabaey

before the end of this year to include digitalization and the reduced rate. We are also considering ways to meet the targets for Fit for 55, the European Commission’s initiative in which the target is to reduce carbon emissions by 55% across all sectors by 2030.”

Kristof: “As entrepreneurs, we must keep exploring how we can make a difference.

Some of our concrete projects are much further along than people think. For instance, we are already extracting heat from wastewater.

We have two employees at ION who are dedicated solely to sustainable innovations.”

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˼ S TAT E O F T H E A R T

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On a colorful mission with CAMILLE WALALA

© Charles Emerson and Tim Crocker

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Original source of inspiration What is Camille Walala’s favorite children’s book? “Miffy: I can count”! Because just like Dick Bruna, Walala loves simple illustrations with thick, black lines.

From murals and interactive art installations right down to sneakers.

The French artist Camille Walala can and does do it all. Her colorful designs and graphic patterns brighten entire streets and neighborhoods. She aspires to be more than a pretty Instagram picture and wants to use her platform to spread positivity.

— Memphis meets tribal

— Social media

As a child of divorced parents, she would

As long as Instagram museums and Pinterest

alternate between her mother’s bright home

cafes are booming, Walala’s art can also

in Provence and her father’s sleek urban

count on a considerable amount of attention.

environment. This stark contrast would later

Her works have been widely shared on social

develop into Studio Walala, her own creative

media, and she isn’t always comfortable with

haven in East London, where she first started

that. After all, companies know that any

working in textile design. This is also how she

Walala job will automatically attract popu-

secured her first major commission: giving a

larity and press attention. That’s why she is

makeover to the interior of nightclub XOYO.

more selective about who she works with.

She has been working with art and textile

She doesn’t want to just associate her name

motifs in an urban context ever since. She

with a brand and advertise it. Instead, she

draws inspiration from the Memphis Group,

wants to use her art to give something back

a 1980s design movement characterized by

to society and create a sense of pride.

bright colors, kitschy styling, and geometric shapes, but also from African tribal patterns involving asymmetry and expression. This fusion yielded her unique and colorful style.

˼ S TAT E O F T H E A R T

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Two million Lego bricks Walala once decorated a dream home for children with two million Lego bricks. She used a different color palette for each room, giving each room an entirely different ambiance.

— Her father’s daughter Walala hopes that she can branch out her work to larger urban environments by collaborating with architects. She aims to give citizens a renewed sense of ownership of their cities and spread a wave of positivity. The fascination with architecture was instilled in her by her architect father. This is most evident in her preparation, which always involves creating virtual 3D-models, allowing her to experiment with volumes, perspectives, and patterns.

— Crowdfunding for the arts Walala’s pre-eminent project is undoubtedly the colorful makeover of London’s Leyton neighborhood. In 2020, the locals wanted to give something back to their neighborhood and organized a competition in which everyone could vote for their favorite art project.

Walala came out as the winner, allowing her to do a makeover of no less than eight houses. The work is called “Walala Parade” and is generating a much-needed, positive image boost. It is worth mentioning that the project was funded by a mix of crowdfunding and contributions from the London street art collective Wood Street Walls and London’s mayor, Sadiq Khan. So, make sure to check it out during your next city trip!

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Memphis Group This movement against modernism made its mark in the 1980s with well-known collectors such as David Bowie and Karl Lagerfeld. Its style with bright colors and abstract shapes is associated with postmodernism. It draws inspiration from pop art and art deco.

The group was named after a song by Bob Dylan: “Stuck Inside of Mobile with the Memphis Blues Again.” This album happened to be playing when the interior designer Ettore Sottsass set up the group.

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˼ S U S TA I N A B I L I T Y

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Ready for the future Europe aims to be the world’s first climate-neutral continent by 2050. The European Green Deal is leading the way for this.

The path to a climate-neutral Europe 'With the right mentality, the rest will follow naturally.

Floods in Wallonia, forest fires in southern Europe, and record temperatures in Sicily.

Although we have known for a long time that our planet is approaching its limits, the problem is still often underestimated. Nele Pieters, Chief Strategy Officer at Encon, helps companies transition to a sustainable approach. “We strongly believe in intrinsic motivation.”

Encon supports companies in their sustain-

emissions need to come down. However,

ability transition by assisting them from

our approach is too one-sided with just the

strategy to implementation. “Intrinsic moti-

ecological aspect being addressed while we

vation means that every company should

need to take into account so many different

make the right choices of its own accord. The

things.”

authorities may impose rules, but we need to delve deeper if we want to provide long-term

We first need to balance economics, ecology,

solutions. It should be a case of wanting to

and social aspects. After that, we can look at

and not just having to. Handing out rewards

solutions. “Giving concrete examples is diffi-

and penalties on their own won’t get us there.

cult because every company is different. By

With the right mentality, the rest will follow

making it an individual exercise, we can make

naturally.”

positive progress. Organizations need to understand that structural change is a win-

Does that mean the European Green Deal is

win situation. What is good for the world is

just the opposite of that mindset? “I am all

also good for companies,” says Ms. Pieters.

for the principle of the Green Deal. It’s just that I think the approach should be different.

Something indeed has to be done; carbon

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What is ION doing?

ION certainly has the right mentality. In collaboration with Encon, we defined three sustainability pillars that will benefit both our company and our planet:

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The European Commission’s Green Deal is an ambitious plan of action. It has to ensure that the European Union will have net-zero greenhouse gas emissions by 2050 and will grow economically without depleting resources.

The measures will improve the citizen’s wellbeing and health, now and in the future, by providing such things like: — Clean air and water, healthy soil and biodiversity — Energy-efficient (renovated) buildings — Cleaner energy and cutting-edge technological innovations — More sustainable products that can be repaired, recycled, and reused — Sustainable jobs and skills training for the transition — A globally competitive and resilient industry (source: https://ec.europa.eu/info/strategy/priorities-2019-2024/european-green-deal_en)

01. C REATING AN IMPACT:

02. AFFORDABILITY:

03. COMMUNICATION:

By building according to the environment’s

We are actively seeking solutions to solve

Everyone in our company must speak the

needs and not the other way around, we cre-

the current problems in the rental and buyers

same language. Our mission is to inform and

ate an impact with our buildings. Thanks to

markets. We are looking at ways to help

motivate all our colleagues. Of course, this

our investment in heating networks, we will

ensure that people can buy or rent a quality

doesn’t mean that we will only communicate

soon be able to heat the homes in Suikerpark

home. Our ION Residential Platform (IRP) is

internally. We intend to motivate stake-

with residual heat from the PepsiCo factory

a step in the right direction!

holders and other market players to do the

in Veurne. We are also actively working on

same. It’s pointless to wait for solutions

efficient water reuse, such as graywater

within the legislative framework. We want

recovery. This means that we will filter and

to lead by example and dare to be different

reuse shower water in the toilets of an entire

from others. “Develop differently” is our

apartment building. Urban mining is another

baseline for a good reason.

focus within the technical development of our projects. During demolition works, we carefully look at what can be reused and recycle concrete rubble for foundations.

˼ TECHNOLOGY

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Edgar Warmoes “I spent four years working as a Marketing Expert in ION’s digital department. My tasks involved commercializing various projects and looking for the right clients. This allowed me to meet young investors looking for intermediate solutions to invest even at a young age.

That’s how Immotokens came about!”

Investing in real estate has never been easier

Immotokens is a Ghent-based start-up

At present, real estate investments are

that lets anyone invest in real estate with

mainly for people with substantial wealth or

as little as 50 euros. Their objective is to

who receive financial support from family.

create an open and accessible platform

Former ION employee Edgar Warmoes wants

for everyone to enjoy the benefits of real

to change this as soon as possible with his

estate investment.

start-up Immotokens. They want to use their new platform to make real estate accessible and attractive to everyone.

— Bits of real estate By now, everyone has heard of Bitcoin, the first decentralized digital currency without a central bank or administrator. But have you heard of Immotokens? Warmoes recently launched a start-up under this name that uses blockchain technology to create tokens for real estate. With these tokens, you can divide properties into multiple, smaller bits.

Anyone buying these bits or Immotokens will receive the income generated by the property. In other words, you can buy a loan with the property as collateral.

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'These tokens let you divide properties into several smaller bits.

Anyone buying these Immotokens will receive the income generated by the property.

— Not a bridge too far

— Rental income

Launching a start-up like that is no small feat.

So, how does the platform work in prac-

The Immotokens team also encountered

tice? Anyone can become a property owner

many challenges. Technologically, they had a

by following the eight simple steps on

difficult start with a long search for the right

Immotoken’s website. Select a real estate

developers with the necessary expertise.

project of your choice from an overview and

They put together an international team, and

enter an investment amount of no less than

so, the platform was born, at least online. The

€50. You will then receive a percentage of the

legal framework also took some considerable

rental income every six months and also a

thought. They collaborated with their law

part of the subsequent sales value. And what

firm on choosing a solid legal framework with

about the start-up itself? The start-up gets

a loan structure. They also had a crucial meet-

its income from commissions on the purchase

ing with the FSMA, the Financial Services and

of the tokens and the sale of the property.

Markets Authority. In all, the project took about three years to develop.

— Elsene If reading this article has made you keen to buy some tokens, you can already invest today in a small studio in Ixelles, Brussels.

For now, this is the first and only project for which you can buy tokens. In the future, Immotokens wants to make it possible to invest in larger properties, such as supermarkets or offices. We are looking forward to it!

You can take a look at their website now: www.immotokens.be •

˼ #AC TION

34

Put your hands up!

We won’t let a 10th anniversary go by unnoticed. We celebrated in ION style with DJ Regi as our special guest.

10

YEAR

10 Work hard, play harder. After working at home for more than eighteen months, it

was finally time to raise our glasses to ten

years of ION. We went for a drive in vintage cars, had aperitifs in a corn maze, and

closed the day with a bang. Ready for the next ten years!

ICONIC

It was a pretty wild ride

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˼ #AC TION

ICONIC

10 37

The future is ours

˼ SPEAKERS CORNER

38

ICONIC

Rapid growth Between May 1 and November 1, ION took on 38 new colleagues, increasing the property developer’s workforce to approximately 133 employees.

'Such growth generates an amazing level of energy!

—

Geert Keyaerts

From left to right: Florence Leterme (new HR Director), Virginie Dewitte (new Finance Director), and Geert Keyaerts (new Marketing Director).

39

ION welcomes

3 new directors ION is joined by not just two but three new directors: Florence in HR, Geert in the Marketing Team, and Virginie in Finance.

They made the switch around six months ago. Sheer coincidence? Not quite...

Together they are taking a fresh look at their future here in Waregem.

— Welcome Florence, Virginie, and Geert!

How were your first days at ION? Florence: “My first few days at ION were fascinating and overwhelming. I discovered a vibrant corporate culture with plenty of challenges. I was fortunate enough to be given ample time to become acquainted both formally and informally with the team, colleagues, suppliers, and internal processes.

Starting out as an HR Manager was very exciting. It provided me with the necessary insights into the various HR processes. This was useful for outlining long-term and shortterm action items

˼ SPEAKERS CORNER

40

ICONIC

Virginie Dewitte, Head of Finance After a long banking career, during which ION was one of her loyal clients, Virginie made the switch. She has been working with ION since its first project ten years ago. So, we can consider her to be the group’s senior member.

Florence Leterme, Head of HR The real estate sector is still uncharted territory for Florence. She spent 10 years in consultancy. Following some discussions with Davy and Kristof, she was fully prepared for a new challenge.

Geert Keyaerts, Head of Marketing With 25 years of advertising experience, Geert is once again making the switch to the customer side. Before and during the Corona crisis, he was working as a freelancer from New Zealand, where he lived for ten years.

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'In times of growth, we need to invest primarily in the development of our people.

—

Florence Leterme

Geert: “The Marketing Team gave me a very

long story short, I stayed. I used to work as

this. Too much work is still done manually.

warm welcome. Going from six to seven, we

a freelancer, but wanted to develop another

Digitization helps us avoid repetitive work,

became ‘The Magnificent 7’. I was particularly

marketing strategy from start to finish and

improves our ability to perform in terms of

impressed by how well organized it was. I

build a strong brand.”

content, and provides us with a clearer view

had seldom experienced that in my career. I

of our data. Fortunately, we can always

was given the necessary information without

— What were your first action items

count on the support of our CEOs in these

being overwhelmed by it, and was quickly

at ION?

initiatives.”

accepted by the large ION family.”

Geert: “Most of all, I want to pass on my experience to the marketing team. This is a

— Your departments have been

Virginie: “My job is a new one, created as

growing company with many talented young

intimately involved in ION’s growth. What

a buffer between the CFO and the direct

people, and you can really feel that sense of

is your approach to this?

reports. It meant that I had to do some

hunger. So, I consider it my mission to coach

Florence: “There’s tremendous enthusiasm

searching during my first few days, espe-

the team and pass on my knowledge.”

and drive at ION. But I believe we should be

cially since it was a challenge to determine

careful about speed. We sometimes need

who was going to take on which tasks. The

Virginie: “We place great importance on

to stand back and ask ourselves why we are

team was immediately very open and flexi-

internal and external training at ION. That’s

doing the things we do and what we want to

ble. That’s what is so unique about ION; it has

why long-term retention of employees at ION

achieve in concrete terms. The HR team is

such a fantastic team spirit.”

is so important. This year, I’m focusing on cre-

equally responsible for keeping the right peo-

ating a sustainable story.”

ple on board and anticipating the projected

— It’s remarkable that the three of you

growth by being an employer of choice.

made the switch precisely during the

Florence: “This business project in which we

Corona pandemic. Was it a coincidence?

are working involves a lot of stress. I noticed

Virginie: “The finance team has to meet tight

Florence: “In my case, like many people, I

that there was too much focus on the physi-

deadlines every quarter. Setting the right pri-

think that the Corona crisis made me reflect

cal component of the initiatives. The mental

orities is essential since the reports follow

on my career. I was getting too comfortable

aspect needed to be addressed. That’s why

each other in rapid succession.”

at my previous employer. It was time for a

in recent months, we have been intensely

new challenge, and so I moved!”

engaged in learning initiatives related to

Geert: “That’s true! Setting priorities.

stress and resilience. The effect of these

Everything is urgent and essential. I often say

Virginie: “Although a management position

initiatives should be that wellbeing gradually

to my team: ‘in giusto tempo,’ which means

was always my ambition, Corona really accel-

becomes embedded in our organization to

‘fast if you must, slow if you can’. But it’s fan-

erated that process.”

garner happy employees. The teleworking

tastic to see the dynamism and energy that

aspect was also a hot topic, and we have now

such growth generates!”

Geert: “I would not have been here with-

made some clear agreements about this.

out Covid. After spending ten years in New

•

Zealand, I came back to Belgium during the

Virginie: “My second action item, the digi-

lockdown to be closer to my family. To cut a

tization project, is also perfectly in line with

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˼ UNDER CONSTRUC TION

ICONIC

This is where we are building Nieuwland On the outskirts of Ghent’s downtown area, between the historic centre and Dok Noord, you will soon find homes and apartments in a unique, green environment. It is ideal for those who love city life but do not wish to sacrifice space and comfort.

UNDER 43

˼ THE RESIDENT

44

ICONIC

Parkhotel Beside the two impressive residential towers, the first four-star hotel in Waregem is also located on the Waterfront site. This time we are not talking to a “real” resident but to Niels Demuynck, General Manager of Parkhotel.

A warm welcome in

Waterfront 'I have a hugely versatile job, and I love it.

Niels Demuynck can be found at Parkhotel

Parkhotel is located right in the center of

in Waregem every day. As the General

Waregem and at the base of the Waterfront

Manager, he knows everything about the

Towers. Waregem’s first four-star hotel has

ins and outs of the hotel. He tells us about

72 rooms, several conference rooms, a sun

the ambiance, the dishes he loves from the

terrace, and a trendy bar. “The hotel has a

gastro bar, and what he likes most about

very pleasant ambiance,” says Niels. “It’s light

his job. “I love chatting to the customers

and airy but still professional. Customers are

and staff, which I find important,” he says

always approached in a friendly manner, and

enthusiastically.

there is always time for a chat. I call it the Parkhotel style,” he laughs. “We used the same ambiance for Waregem as we did for Parkhotel Kortrijk.”

The people that come here are mainly business-related visitors. However, that is not our goal. “We notice that many business people stay here especially during the week, but we see a different kind of public on the weekends. It depends very much on the events taking place in the area. We were fully booked during Waregem Koerse and again during Alcatraz in Kortrijk. In any case, we are open to everyone, not just hotel guests. Feel like a quick bite to eat or a tasty breakfast? Our doors are always open!”, says Niels

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The three favorites of Niels: 02.

03.

Favorite place in the hotel?

Favorite cocktail from the cocktail shaker?

Favorite meal from the gastro bar?

“I love being at the front desk to welcome

“You can always please me with a good

“Kowloon Lamb roll. This is an Asian hot

people. Otherwise, you can find me in our

brown rum!”

wrap with fresh lamb and cabbage salad. I

01. gastro bar Zabarov, which always has a delightful ambiance.”

can recommend it to everyone.”

˼ THE RESIDENT

46

ICONIC

Niels Niels is 32 years old and studied hotel management in Antwerp. After several years in the hotel business, he came to Parkhotel in Waregem in August.

'I certainly don’t think that I’m a strict manager; I don’t believe in that kind of approach.

— A versatile job “As the General Manager, I have to be a bit of an all-rounder. I take care of the administration, HR, and marketing, but sometimes I also help out in the gastro bar. I have a hugely versatile job, and I love it. I really enjoy having a lot of contact with the staff. I think it’s essential that everyone feels at ease and that they are supported well. Hospitality is a demanding sector; I respect my colleagues and am only satisfied when they are. I certainly don’t think that I’m a strict manager; I don’t believe in that kind of approach.”

— Traditional pizzas Although Niels is not from Waregem, he’s felt at home right from the start. “I love its sense of warmth. There’s a very good spirit among Waregem’s entrepreneurs. Although our gastro bar is right next door to another bistro, there’s no competition. We each have very different concepts and like to refer people to each other depending on their needs. Our place serves pizzas, hamburgers, and Asian dishes. The pizzas are made by an Italian chef with years of experience. They’re wonderful!”, concludes Niels.

•

47

SPOT LIGHT

Redrawing Waregem’s skyline L I V IN G , W O R K IN G A ND S TAY IN G AT A H O T E L IN T HE D O W N T O W N A R E A .

48

˼ WAT E R F R O N T

ICONIC

49

'Parkhotel is located at the foot of the Waterfront residential towers.

It’s a place where you can enjoy a luxurious overnight stay, a good meal, and fancy drinks.

IN NUMBERS MIXED URBAN DEVELOPMENT SURFACE AREA 3,350 M 2 4 FLOORS 72 ROOMS ARCHITECTS B2AI WIELFAERT ARCHITECTS

˼ WAT E R F R O N T

50

Welcome to Parkhotel Waterfront, and therefore Parkhotel, is in a prime location just a few steps from the city center, at the Stadionvijvers.

ICONIC

51

'Waregem’s very first four-star hotel.

˼ WAT E R F R O N T

52

ICONIC

Pleasant experience Parkhotel's interior is a real eye-catcher. Like the Kortrijk branch, it has been given an inviting look and feel.

Its blend of materials makes for a surprise effect upon entry. The warm wood shades and smart choice of details create a sense of luxury.

'The hotel has a light and airy yet professional ambiance.

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54

˼ WAT E R F R O N T

ICONIC

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Italian pizzas & cocktails in just a few minutes The menu of gastro bar Zaborov is bound to make your mouth water. With a delicious dinner and freshly shaken cocktails, you’re sure to have a delightful evening.

The kitchen boasts two experienced Italian chefs. Our business manager went to recruit them personally in Italy.

˼ WAT E R F R O N T

56

4 floors and 72 rooms The hotel corridors are sleek and modern, in stark contrast to the ground floor.

ICONIC

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The dark brown wood is repeated in the design of the room numbers. It is a subtle detail that brings a touch of extra warmth.

58

˼ WAT E R F R O N T

ICONIC

The curved corners of the building provide each room with different views of the downtown area.

59

A good night’s sleep All hotel rooms are more or less the same size with calming interiors.

˼ WAT E R F R O N T

60

ICONIC

More than just a hotel Parkhotel welcomes everyone, not just overnighters.

The hotel is a trendy, urban spot in the city. There is no need for a reservation for the gastro bar, so you can always come in for breakfast or dinnaer.

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Iconic, the seventh edition January 2022

CONTACT info@ion.be www.ion.be

EDITING AND DESIGN d-artagnan

ION Vredestraat 53 8790 Waregem, Belgium

This magazine is a publication of ION Vredestraat 53, 8790 Waregem, Belgium V.U. Davy Demuynck

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