Through the Red Dot: Leica Turns 100, Lands in Brussels

Amid the endless flood of images, Leica stands apart — the red dot that transforms mere looking into true seeing. Now, Brussels has its own sanctuary for this vision: the Leica Boutique Zaventem, a space of German precision and photographic passion opening in perfect harmony with the brand’s centennial.

For the uninitiated, Leica is not just a camera brand; it’s a worldview. Born in 1925, when the revolutionary Leica I introduced the 35mm format, Leica transformed photography from studio ritual into portable art. Its machines, engineered in Wetzlar with uncompromising craftsmanship, are prized not only by professionals but by anyone who wants more than just pixels. Leica images breathe with a distinctive signature: sharp, sensual, timeless. Owning one is less about gear and more about belonging to a lineage of seeing.

The Brussels story is written by two visionaries: photographer Tom Joye and art director Alexis Facca, co-founders of the creative hub Le Silo and 50.8 Shop. With the new Leica Boutique, they extend their mission to create spaces that serve creators — not just as shops, but as crossroads of expertise, design, and imagination. Step inside and you’re not just buying a camera; you’re entering a dialogue on how we see, capture, and remember.

And this year is special. Leica turns 100. To mark the occasion, the boutique offers rare collector’s editions — from the M11-D “100 Years of Leica” set to the sleek D-Lux 8 anniversary edition. Each is an object of desire: functional, sculptural, and instantly iconic. For those who live where luxury meets meaning, these cameras are heirlooms of the future.

But Leica isn’t just for photographers anymore. In a twist of vision, the brand has extended its eye into cinema. The boutique hosts a dedicated Leica Home Cinema showroom, where you can test-drive the Cine 1 4K RGB laser projector in a living room-like setting. It’s cinematic indulgence on Leica’s terms: bold, immersive, and tuned to the sensuality of sound and image. Think less gadget, more lifestyle.

The Leica Boutique Zaventem is, in many ways, more than a store. It’s a sanctuary for the cosmopolitan man who values craft, heritage, and the pleasure of perception. Whether you walk in to invest in a Q3 compact or to dream in front of a Safari-green M11-P, the space is about slowing down, engaging your senses, and reclaiming the art of looking in a world of scrolling.

Leica Boutique Zaventem, Weihoek 1, 1930 Zaventem, Belgium
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