How to recruit new visitors for Flanders (Belgium) from three priority target groups: -“neo-curious” (in love with the heritage).-“ego-chics” (sensitive to luxury and refinement).-“free-party-lovers” (clubbing and bars amateurs)?The concept of communication retained for Flanders is “Irregular Land”.Flanders is indeed a particular country where a rich heritage cohabits with the non conformism of the present.The creative idea was to design a website based on pictorial scenes which establish a singular and rich world, original and unbounded, in which anything can occur.The website is intended to invite an exploration through an intuitive and experimental navigation.