Auberge Espagnole: the ultimate reality check for your own retail business!

L’Auberge Espagnole is the retail incubator from But most of all, it’s a unique opportunity for Brussels’ aspiring entrepreneurs to test their retail idea in a real commercial environment. With all the trimmings: a retail space, storefront, customers, etc…but without the major financial risks. If you’re ready to take the plunge and start your own business, then this is your golden ticket!

At present, L’Auberge Espagnole has two strategically located sites. One is close to South Station in Saint-Gilles and the other is in the European district in Etterbeek. We’ll soon be adding two more locations, including a version that traverses the city.

L’Auberge Espagnole is for anyone who wants to launch an innovative and original retail concept in the Brussels-Capital Region. You don’t have to do it alone, as the retail team of will help you to define your target groups, visual identity, digital marketing, shop layout and design, communication and marketing via social networks, etc. The end goal, after your stay of two to three months in the incubator, is to turn your pop-up into a real business. The team of helps you to realize this dream!

Mélanie and Lucie of WeCoStore: “The stay at L’Auberge Espagnole was a great boost for our confidence. But above all: the accompanying coaching and guidance from made us realize how a business really works. It was also a unique experience for Lisa and Samuel of Food Korner: “The big advantage of a pop-up in Auberge Espagnole: you can test your ideas and adjust them in a real business environment. A priceless experience for a small start-up business like ours!”

New: the mobile pop-up store

L’Auberge Espagnole continues to grow steadily. Following the Sint-Gillis and Etterbeek branches, the next to open in a few months will be in Jette. These are in addition to our mobile version, which moves around to a different Brussels district every six months. With each of these four unique “branches”, we work hard every day to bring great ideas to life. Dreams do come true with L’Auberge Espagnole!