ALL – Autour du Louvre Lens

ALL was created to accompany the development of tourism in the mining basin following the opening of the Louvre Lens Museum, integrating this new cultural institution and linking it to the surrounding territory. Although the Louvre and the inclusion of the mining basin on the World Heritage List are the two main reasons for visiting the area, a destination has been developed that highlights the various assets of the region. The mining heritage has proved to be the strongest vector.

The colour black, reminiscent of coal, became the cornerstone of the branding and therefore of the destination. The destination uses design and co-creation with designers, artists, experts and inhabitants to tell the destination’s black story through product design, tourism offerings and innovative food creations.

The ALL brand aims to make the coalfields a destination worth experiencing. The brand not only has a direct effect on the discourse about the area and the spatial representations, but also contributes to the development of the area.

The brand is exceptionally strong and is reflected in a range of materials, such as a compelling short promotional film and a series of publications that reflect the story of the brand and connect it to the land, its people, history and local heritage. It is also reflected in the stories of the various tourism offers that are related to hospitality or gastronomy. The tourism offers all have their own storytelling aspect that connects the ALL brand with the strong local heritage and is expressed through new innovative design approaches.

Why is it regenerative?

The main regenerative elements come from transforming a troubled past and a negative reputation based on the legacy of mining into an attractive destination, working with the key elements of that heritage and involving local people and stakeholders in the process. This was one of the poorer areas of France that has undergone a noticeable transformation through the development of tourism.

Project partners met in Aveiro on the 14th and 15th of September 2023. It was the perfect opportunity to visit the destination with regenerative glasses on, to understand its many assets but also some of the challenges the destination is facing. Face to face project meetings always provide the partners with the unique opportunity to learn about the work of the hosting partner and get valuable insights about the destination. In this case partners were hosted by the dedicated team of management and tourism professionals of the University of Aveiro who shared a wealth of insights about a city that was new to many of the participants.

The Enforce project is well on track when it comes to the project work plan, which means that after having completed the Best Practice collection of innovative examples about storytelling for regeneration and also the Storyteller’s Guide, partners used the meeting to discuss the development of the Enforce Training Programme.

For the next few months partners will be working on developing the content in line with guidelines provided by the University of Usak, our project partner from Turkey.
The course should be available for piloting in January/February 2024 and will also be available in the partner languages once all translations are finalised.

The ENFORCE team met in the beautiful city of Luxembourg for its kick-off meeting. It took place at the premises of the Italian Chamber of Commerce in Luxembourg (also known as CCIL), which opened its doors to warmly welcome all partners.

The team was aware of the importance of this first meeting and approached it with the same enthusiasm, as it plays an important role in building strong bonds that will contribute to the success of the entire cooperation. With the common goal of building a solid foundation, the participants discussed in depth the first steps required for the project ENFORCE.

During this visit, the project objectives were discussed in depth to ensure that each partner has a comprehensive understanding of the overarching goals. The outcome of the kick-off meeting was extremely satisfying for all partners and generated enthusiasm among the team. It was a success and left everyone inspired and energised.

The journey of ENFORCE has officially begun and with the collective expertise of the committed partners, there is no doubt that it will thrive and achieve remarkable results.


“The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein”

Project N: 2022-1-LU01-KA220-VET-000089887

© 2024 Enforce Project
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