Bruges might be known for its exquisite medieval architecture, which lines its cobbled streets and canals, its beer, waffles, and chocolate, and its long history of lace making. However, there’s a burgeoning design scene in the city that is putting a fresh spin on centuries-old traditions. Think artisanal bakeries, punk chocolate shops, and cool concept stores. This guide highlights where to shop in Bruges.
L’héroïne
For: Fashion Finds
Back in 1987, Martine Goethals opened L’héroïne on the now-buzzy Noordzandstraat shopping boulevard as the first place in Bruges to champion the Antwerp Six: the collective of avant-garde Belgian fashion rebels including Ann Demeulemeester and Dries Van Noten. Today, the gallery-like space is still best known for pieces by those original game-changers, as well as other notable Belgian talents. From easy-wearing Christian Wijnants cotton dresses to freeform ruched Dries Van Noten pieces and trippy-print bags, there’s something for everyone.
Moreover, Goethals and her team support subsequent generations of Belgian designers and brands by stocking floaty tie-dye Just in Case dresses, Raff Collective cashmere jumpers, and statement jewellery by Wouters & Hendrix.
Address: Noordzandstraat 32, 8000 Brugge, Belgium
Otto Waffle Atelier
For: Classic Waffles Reimagined
Originally created for the 1958 Expo in Brussels, the Belgian waffle is a classic, but over time, it has undergone reinvention. Just beyond the 12th-century St John’s Hospital, on the corner of Mary’s Bridge, lies Otto Waffle Atelier, an artisanal bakery pioneering a new take on this iconic treat. Made with oats instead of wheat and shaped in the form of an embroidery flower—a nod to Bruges’s history as a lace-making hub—this iteration is well worth the queue that often trails along the street.
Toppings range from fresh berries to chopped nuts, ice cream, and edible flowers. While Brussels and Liège have each invented signature versions, this bakery serves up the real deal in Bruges.
Address: Katelijnestraat 1, 8000 Brugge, Belgium
