The southern part of the BTC City Market saw the introduction of a new concept and the Eat & Buzz brand, which ties a diverse culinary offer, new content and a space for socialising into a unique story. The new brand represents an upgrade to the existing Culinary Park and the offering of the southern part of the BTC City Market and thereby creates a distinguishable common denominator of this area.
BTC continues to develop the BTC City Market into a modern, open and vibrant urban hub where cuisine, shopping, socialising and leisure activities intertwine. The southern part of the BTC City Market, already recognised by visitors for its diverse range of offerings, is taking on a cohesive narrative and a more contemporary image with its new identity, Eat & Buzz.
The name Eat & Buzz captures the essence of the new concept. The term “Eat” represents a variety of flavours, culinary diversity and high-quality offerings, while the term “Buzz” represents the people, the socialising and the lively vibe that give the market its character. It is precisely this intertwining of the two that creates a space intended not merely for a quick meal, but also for socialising, exploring what’s on offer and enjoying a pleasant time.
Brand Connecting Offering and People
Eat & Buzz is not writing a story from scratch, but thoughtfully building on it. It is based on everything that visitors to the BTC City Market already know and appreciate, and combines the existing offering with new content and providers. Among these is the arrival of a new provider, Mica by Grič, which will further enrich the culinary offering in the southern part of the market in the coming months.
Thereby, the new brand brings together various providers, flavours and offerings into a more holistic experience, giving the space a distinctive character. With the arrival of these new offerings, Eat & Buzz will take on its full form throughout the autumn.
At Eat & Buzz, our starting premise was not one of building a new image, but a question of how to give a space with a highly diverse range of offerings a clear identity, position it and build a recognisable character for it. The offering was already strong, but what was missing was a narrative that would tie the individual elements together into a cohesive whole and give the space greater communicative power.
That is why we defined the brand in broader terms than just its name and visual identity. Eat & Buzz has its own way of communicating, its own tone and its own energy. It is urban, relaxed, playful and deliberately somewhat unconventional, as it must reflect a space that is lively, diverse and informal. We also allowed ourselves greater freedom in our addressing of customers and consciously moved away from generic communication about the culinary offering.
Our aim is for Eat & Buzz to eventually outgrow its status as merely a location and become a destination with its own character and a clear association with great food, socialising and a city vibe. The brand provides us with a shared framework within which we can develop content, bring providers together and create new reasons to visit. Because, ultimately, that’s exactly what we want: for you to come for the food, but stay for the people.
Enhancing the BTC City Market Experience
With the refurbishment of the outdoor food court and the launch of the Eat & Buzz concept, BTC is continuing to develop the BTC City area, which is evolving in line with visitors’ needs and expectations. The aim is not merely to offer more, but to create a more cohesive and appealing experience, in which the range of offerings, the atmosphere and opportunities for socialising all play a key role.
Eat & Buzz is thus becoming the new common denominator of the southern part of the BTC City Market – a place where good food meets a lively buzz. With a diverse range of offerings, new features and a more pleasant atmosphere, it will give visitors ever more reasons to stop by, stay a little longer and come back again. The development of the concept is also in line with the implementation of BTC’s 2026–2030 Strategy, which highlights, among its key priorities, the comprehensive enhancement of the offering and the visitor experience, as well as the further development of BTC City Ljubljana as a city of the future.
The story of Eat & Buzz will thus be shaped together with providers and visitors – through flavours, encounters, new experiences and the everyday vibe of the area. Because a real market is not just a place where you go to get your daily food, it is a place where you go for the buzz.
PHOTO: Piqant
