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Baron(ess) for a Day

VisitFlanders, Aalter (BE)

Poeke Castle has a rich and remarkable history. But how can it also have a meaningful future? Together with VisitFlanders, we explored the soul of the place to lay the groundwork of a concept and the historical context for a repurposing project.

The soul of the castle estate

After exploring various repurposing directions, VisitFlanders realized that a crucial building block was missing: an underlying concept and narrative that not only tells the history of Poeke Castle but also makes it meaningful for a contemporary audience. Our research into the castle estate and its noble residents led to the concept: "Baron(ess) for a Day – Experience the Value of What Was Lost.".

The value of what was lost

Although the nobility has disappeared from Poeke, their legacy remains tangible. Values such as community spirit, social responsibility, entrepreneurship, prestige, and pérennité are still present in and around the castle estate. But what if we don’t just present these values as echoes of the past? What if they become a source of inspiration for today’s challenges? The concept immerses visitors in the baronial atmosphere of the estate while inviting them to rediscover the noble values that once thrived here. Not just as history, but as inspiration for the future.

From research to brand story

Based on our research, we developed a brand story centered around the legacy of the nobility in Poeke. This brand story captures the essence of the narrative in a concise and compelling text. VisitFlanders uses it as a foundational piece for the repurposing of Poeke Castle. In this way, the noble values that have shaped the estate and its surroundings serve as inspiration for the future of the ensemble.

Credits

Client
VisitFlanders

Content Design
Studio Louter