The buzzwords in Luxembourg today are ‘technology’, ‘innovation’ and ‘digitalisation’, as the country seeks to establish itself as a smart nation and unlock its full potential. This trend is likewise unfolding in the trademark space, as the Benelux Office for Intellectual Property (BOIP) seeks new ways to create a stimulating environment for entrepreneurs and rights holders. For example, in June 2020 it offered creators the possibility to record and protect new ideas, concepts and formats free of charge through its i-DEPOT offering. BOIP has also introduced an electronic trademark and design registration transfer service, which should simplify and accelerate the process. BOIP is clearly thriving under new lead Ragnar Gustafsson and was recently awarded ISO 27001 information security certification as a testament to its high standards. Meanwhile, firms continue to diversify their services, which has affected the WTR 1000 coverage, with demotions and debuts both featuring this year.