MUST – A Total Concept for Brussels’ Most Elegant Late-Night Table

MUST is more than a restaurant — it’s a celebration of taste, timing, and timeless design. Located in the heart of Brussels, this refined dining concept was created for people who enjoy life late: after theatre, after work, after hours.

We were brought in to shape every layer of the brand — from its name and identity to the interior design, renovation, content creation, and launch strategy. A true Total Concept project.

We designed a space that feels elegant without being cold, warm without being casual — using noble materials, soft lighting, and curated details that extend the experience beyond the plate. The branding is bold, minimal, and confident, just like the menu: simple, sophisticated, and full of flavour.

To support the launch, we produced a full lifestyle shoot, content for social and PR, and guided the creative direction across every touchpoint — ensuring that from the first glance to the final bite, the experience feels seamless.

MUST is not just a place to eat. It’s a place to belong, long after the city winds down.