Why this location is becoming one of the most strategic retail clusters in Flanders
Retail locations are changing. Where classical shopping streets and malls once dominated, attention is now increasingly shifting toward large mixed-use urban developments. The Loop in Ghent is one of the clearest examples of this trend.
Avenue has been appointed to commercialize Veld 12 East, a retail project by developer Banimmo on this strategic site between IKEA and Flanders Expo. The project includes approximately 22,000 m² of retail space across two levels, complemented by a spacious parking garage.
The location is already a strong retail destination today, but what truly makes The Loop special is the direction in which the area is evolving.
From retail cluster to full-fledged urban district
According to the City of Ghent’s new future vision, The Loop will develop over the coming years into a vibrant urban district with a mix of functions: offices, residential, retail, leisure, and public space. Plans emphasize more greenery, water features, and a better-connected mobility and slow-traffic network.
This evolution fundamentally changes how retailers view the location. Whereas The Loop was previously mainly a destination for major purchases or events, it is gradually becoming a place where people work, live, and move daily.
For retail concepts, this means a broader and more continuous flow of visitors.
A location with strong anchors and scale
The site is located between two of the largest traffic drivers in East Flanders: IKEA and Flanders Expo. Together, they generate a significant daily flow of visitors from Ghent and the wider region.
Within this context, Veld 12 East offers a scale that is becoming rare in Flanders. With 22,000 m² of retail space across two levels, the project provides room for brands that want to establish a clear physical presence while benefiting from the dynamics of a larger destination.
Why timing is important today
Retailers today operate in a market that is changing faster than ever. Cost structures are evolving, consumer behavior is shifting, and physical stores must increasingly contribute to brand visibility and customer experience.
In this context, strategic locations are becoming rarer. Retailers therefore consider not only square meters but also the broader ecosystem around a location: accessibility, scale, complementarity with other functions, and the long-term vision for the area.
The Loop combines exactly these elements.
The role of the right commercialization
For developments of this scale, it is not just about filling retail space but about creating a retail mix that works in the long term. The right combination of brands determines whether a project evolves into a true destination.
This is exactly where a specialized retail partner makes a difference: by combining market knowledge with a strong network of brands and investors, and by positioning projects in a way that aligns with retailers’ strategies.
For Veld 12 East, Avenue will guide commercialization and support retailers in evaluating the opportunities within this project.
Interested in The Loop?
Retailers looking to strengthen their presence in Ghent or learn more about the commercial opportunities within Veld 12 East can get in touch via The Loop form.
The project is scheduled for completion in 2028.