Fashion For All Ages

Live Nation Belgium chief Hermann Schueremans says his new Werchter Boutique will be a festival to appeal to all ages.

The one-dayer, described in the press release as the company’s "nouvelle collection," is being staged at the 70,000-capacity Parc Du Festival site one week after Rock Werchter, causing Schueremans to shuffle his summer events.

The TW Classic, which usually falls the weekend after Rock Werchter, has been moved forward to June 7, but Schueremans says that’s not a problem because it falls within The Police’s European touring period.

"I saw a gap in the market for a festival that will appeal to all ages and thought why not give it a go?" he said. "We have fantastic infrastructure on the site and it’s a time when there are a lot of bands on offer. For generations people have been coming to Rock Werchter from all over the Benelux region, and further beyond in recent years, but it’s mainly the older generation that comes to TW Classic.

"The new festival will link all the generations and, by putting it on the weekend after Rock Werchter, we can move TW Classic to a time when the younger audience are studying for exams. Then, when the exams are done, we can deliver two festivals that will appeal to them much more."

Werchter Boutique (July 13) has a reunion show by seminal Dutch ska punk rockers Doe Maar, Santana, Crowded House and Simply Red frontman Mick Hucknall.

Rock Werchter (July 3-6) has announced Radiohead and The Chemical Brothers, with Schueremans expected to name another raft of acts within days.

Apart from The Police, TW Classic has already confirmed Iggy & The Stooges and a re-formed The Scabs, which is Belgium’s most popular rock act and is often compared to The Clash.