In 1897, Edmond van Eetvelde, the Secretary-General of the Congo Free State,
made the astonishing decision to entrust four Art Nouveau architects with the
design of the Congolese section of the Brussels Universal Exhibition at
Tervuren. This choice was surprising because, at that time, Art Nouveau was a
modern style most favoured by the new industrialist middle class and rather
looked-down-on by the aristocracy and the King. However, Edmond van Eetvelde was
motivated by two strategic reasons. First, the Universal Exhibition was a
mass-market event that, through Art Nouveau, could be used to stoke public
opinion in favour of colonialism. Second, he hoped it would charm the new
Belgian industrialist middle class and encourage them to invest in the Belgian
Congo Company. His gamble paid off because the Congolese section at the Tervuren
exhibition was such a huge success that “Congo style” became a synonym for Art
Nouveau.
This guided tour takes this episode as the basis of an exploration, through
public spaces, of how Art Nouveau was also used as a propaganda tool during the
reign of King Leopold II. The tour begins in Square Ambiorix and travels past
Edmond van Eetvelde’s house, designed by Victor Horta. This iconic building, as
well as some other Art Nouveau masterpieces in the Squares district, will be
used to demonstrate the historical and aesthetical links between Art Nouveau and
colonialism.
Tour departs at the corner of square Marie-Louise and rue Ortélius, 1000
Bruxelles
Duration: 2 hours
