4 minute read
Sometimes an entrepreneurial story doesn't begin with a single idea, but with a shared mindset. For the Pliester brothers, entrepreneurship is clearly in the DNA. Three different paths, two completely different businesses, but one common foundation: building something of your own, from Brussels.
They're different. They'll be the first to admit it. Maxime, the eldest, father of two daughters and the driving force behind Concept Chocolate — just five kilometres from VIAGE — has been working as an artisan chocolatier for 15 years. Valentin founded Socialsky nine years ago, a social media agency with a Gen Z team of 35 people spread across Brussels and Antwerp. And François, the youngest of the three, is Head of Content at his brother Valentin's agency — the creative engine behind their content strategy. Three brothers. Two very different worlds. But one thing in common: the entrepreneurial spirit their father passed on to them.
"We always had that vision from our dad — that he built things, was always active and master of his own projects. We always thought that was incredibly cool." — Maxime Pliester
From chocolate to content: two Brussels stories
Concept Chocolate is exactly what the name promises: chocolate as a concept. With a team of nine artisans, Maxime translates his clients' ideas into chocolate every single day. Logos, personalised creations, bespoke work for companies - all rooted in Brussels craftsmanship and artisanal pride. "My mission is to make sure my team has work and that I bring my clients' ideas to life in chocolate."
Socialsky is Valentin's brainchild. A pure-play social media agency, fully focused on today's platforms: Meta, Instagram, Facebook, TikTok. The agency helps brands find their voice in the digital world, with a young, creative team that sees Brussels as its playground.
"We use Brussels as a backdrop for street interviews and content creation. We see it as our creative playground, really." - François Pliester
VIAGE as a partner: more than just a client
The collaboration between VIAGE and the Pliesters grew organically. François still remembers the very first video: "I filmed myself in the pedestrian zone, pretending to give a tour of my apartment - but my 'apartment' was VIAGE. We got 10,000 organic views. We were pretty proud of that." From there, the collaboration evolved into a professional partnership, with a creative strategy that positions VIAGE on the platforms where today's audiences actually live. Socialsky has been managing VIAGE's social media presence for over three years now.
"We manage VIAGE's social media presence on an ongoing basis, with a dedicated team. This covers platforms like Meta, Instagram, Facebook and TikTok." - Valentin Pliester
Concept Chocolate has been working with VIAGE even longer. Maxime traces the first collaboration back to around 2017, for Valentine's Day and Easter. But the finest achievement to date — the cherry, or rather the praline, on the cake? "That was last year, for the 15th anniversary. We were asked to create personalised chocolates featuring the VIAGE 15th anniversary logo and present them to all clients and partners. That was truly something special."
Brusselers at heart
What binds the three brothers to each other - and to VIAGE - is their deep rootedness in Brussels. The city, they say, has a very strong identity that they're incredibly proud of, without ever being arrogant about it. Concept Chocolate works almost exclusively with Brussels-based companies and considers the local business fabric its natural habitat.
For Socialsky, which also has an office in Antwerp, Brussels is more of a creative playground. The streets, the atmosphere and the diversity form the backdrop for campaigns and content.
VIAGE plays a connecting role in that story: as a client, a stage and a partner that believes in the power of local talent. Whether it's a viral video or a praline bearing the VIAGE logo, the result is always added value - for Brussels, for visitors, and for three brothers living out their entrepreneurial dream in and around the casino on the Anspachlaan.
Discover more: socialsky | conceptchocolate
