New Year's reception
Client: Permanent Representation of Belgium to the European Union
Location: Hertoginnedal, Brussels
Date: 01/29/2026
The annual New Year’s reception hosted by the Permanent Representation of Belgium to the European Union took place at the prestigious Hertoginnedal. This historic venue, characterized by its grandeur and elegant atmosphere, provided the ideal setting for a high-level diplomatic event, where Belgian and European representatives gathered to celebrate the start of the new year.
The reception began at 6:00 p.m., with TMAB ensuring a warm, professional, and smooth welcome for all guests. Upon arrival, guests could choose between a shuttle service that took them directly to the castle or a short walk through the park grounds. Inside the castle, they were welcomed by the three ambassadors to the PV and enjoyed refined hors d’oeuvres and drinks in a stylish and welcoming setting.
Throughout the evening, TMAB worked closely with the police and security services to ensure a safe, controlled, and efficient flow of visitors. Thanks to this integrated approach, the reception proceeded in a calm, welcoming, and professionally organized manner.
The event brought together a diverse and influential audience, including diplomats, representatives of European institutions, Belgian policymakers, and other guests from the international and federal spheres. With around 500 attendees each year, this New Year’s reception remains one of the most important networking events within the Belgian and European diplomatic networks.
TMAB's Responsibilities
- Maintaining contact with and following up on suppliers, the facility, clients, cleaning services, and other relevant partners;
- Coat check management, including the organization, layout, and staffing of the coat check area to ensure an efficient and smooth reception;
- On-site coordination and overall operational management, serving as the central point of contact for clients, suppliers, and security services;
- Coordination of VVIP vehicles, including reception, dispatching, and escorting of high-ranking guests;
- Organization and coordination of the shuttle service between the entrance to the estate and the castle;
- Registration and access control at the entrance by scanning guests;
- Design, production, and installation of all signage and printed materials;
- Equipped with furniture and logistical infrastructure, such as tents, heaters, coordination of bicycle parking areas, and other support facilities;
- Formal receptions for ministers, European Commissioners, members of parliament, ambassadors, etc.;
TMAB Business Events provided comprehensive and professional operational support, with a strong focus on safety, hospitality, and a structured flow for all guests.