The Standard, Brussels: Bold Design, Vibrant Energy, Arriving Spring 2025

The Standard hotel group, known for its pioneering design, taste-making clientele, and "un-standard-ness", is set to open its newest European outpost in Brussels, Belgium, this spring of 2025. This marks a significant step in the brand's continued global expansion.

(Photo Credit: The standard hotels)  The Standard, Brussels: Bold Design, Vibrant Energy, Arriving Spring 2025

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Here's a detailed look at what we know about The Standard, Brussels:

Opening Timeline

The official opening is slated for Spring 2025. While an exact date in April or May hasn't been definitively announced, sources suggest it's more likely in May 2025.

Location

1) The hotel will be located in the Northern Quarter of Brussels.

2) It's part of the ZIN redevelopment project, an innovative mixed-use complex on the site of the former World Trade Center towers. This development includes apartments, offices, shared spaces, and the hotel.

3) The location aims to inject a fresh wave of design, cuisine, and greenery into an area known for its striking 1960s office towers.

4) The hotel is approximately a 6-minute walk from Brussels-North Station.

Concept And Design

1) The Standard, Brussels aims to defy convention and bring a unique, vibrant, and playful energy to the Belgian capital, something the brand believes is currently lacking in the city's hotel scene.

2) The design is a collaboration between the in-house Standard design team led by Verena Haller and two prominent Belgian architectural firms: Jaspers-Eyers Architects and Bernard Dubois Architects.

3) The design draws inspiration from post-war modernism, connecting with the architectural roots of the neighborhood, particularly the Brutalist style of the former World Trade Center.

4) The interior design aims to be warm and inviting, contrasting with the bolder exterior.

5) Wood and curtains are highlighted as primary materials used throughout the hotel to create comfort.

6) The 200 guestrooms will feature intricate wooden millwork and a playful use of shapes, particularly circles.

7) Influences from 1970s American and postmodern Japanese architecture, along with elements of 1930s Belgian design (such as the work of Henry Van de Velde), will be integrated.

8) The carpet patterns are said to evoke the style of the 1980s.

9) All furnishings have been custom-designed and made in Europe specifically for the hotel.

10) Instead of traditional art, the guestrooms themselves are designed to stand boldly on their own.

Accommodation

1) The hotel will offer 200 rooms and suites spread across 28 stories, providing multifaceted views of the city.

2) For the first time, The Standard brand will introduce extended-stay suites located on the top two floors. These fully furnished apartments will average 50 square meters and include living rooms, workspaces, and kitchenettes, along with stunning views.

Food & Beverage

The Standard, Brussels will feature three distinct dining and bar concepts:

1) Double Standard (Ground Floor): This restaurant will seamlessly connect to the lobby, offering a blend of American comfort food and Belgian classics, accompanied by an exceptional selection of Belgian beers. The design will feature wood accents, high-gloss finishes, and red brick flooring.

2) Lila29 (29th Floor): Located on the top floor, this will be a Spanish brasserie and cocktail bar offering 360-degree panoramic views of Brussels through floor-to-ceiling windows. It will feature outdoor seating and serve shared plates with Iberian flair.

3) Lobby Bar: A vibrant bar connected to the Double Standard restaurant, creating an energetic flow between the spaces. It is described as having a mid-century modern style.

Facilities & Services

a) 24-hour front desk

b) Concierge services

c) Room service

d) Free Wi-Fi throughout the hotel

e) Fitness center

f) Botanical garden on the ground floor, offering a peaceful retreat.

g) Rooftop terrace with panoramic city views (at Lila29).

h) Meeting rooms: 4 meeting rooms with 5,382 square feet of conference space.

i) Bicycle rentals and storage.

j) Electric car charging station on site.

k) Parking: Self-parking and valet parking will be available for a fee.

l) Pet-friendly: Dogs are allowed (restrictions may apply, and fees may be applicable).

m) Extended-stay suites will include weekly housekeeping services, discounts on dining and laundry, and more.

The Standard Brand

1) The Standard Hotels are known for creating cultural hubs with a focus on design, music, fashion, contemporary art, and technology.

2) The brand aims to defy convention, up the aesthetic stakes, and deliver unique experiences.

3) The Standard portfolio currently includes hotels in New York City, Miami Beach, London, Maldives, Ibiza, Bangkok, Hua Hin, and Singapore.

4) Upcoming locations also include Lisbon and Pattaya.

5) In October 2024, Hyatt Hotels Corporation completed the acquisition of Standard International, the parent company of The Standard brand. The Standard hotels are expected to be integrated into Hyatt's World of Hyatt loyalty program.

The opening of The Standard, Brussels is highly anticipated and is expected to bring a fresh and exciting dimension to the hotel scene in the Belgian capital. It embodies the brand's commitment to bold design, vibrant social spaces, and a unique approach to hospitality.