THE STANDARD, BRUSSELS TO OPEN SPRING 2025

Posted in News on 1 April, 2025

After the successes of The Standard, London (2019) and The Standard, Ibiza (2021), The Standard hotel brand is ready to embark on its next chapter in Europe this spring with the debut of its newest hotel in Belgium’s lively capital – welcome to The Standard, Brussels.

The design draws inspiration from post-war modernism, reconnecting with the neighborhood’s architectural roots.

Leading the creative vision alongside the award-winning in-house Standard design team headed by Verena Haller are two icons of Belgian architecture: Jaspers-Eyers Architects and Bernard Dubois Architects. The Standard, Brussels is part of the innovative ZIN redevelopment project in the Northern Quarter, a dynamic mixed-use complex that combines apartments, shared spaces, offices and hotel. Located in lieu of the former World Trade Center, the design draws inspiration from post-war modernism, reconnecting with the neighborhood’s architectural roots. While Brussels may initially appear as a serious city, there’s an unexpected quirkiness beneath the surface. The design is deeply rooted in brutalism, and in tandem with DuBois’ vision, The Standard, Brussels successfully merges these two worlds. The exterior faces the city boldly, while the interior envelops guests in rich, warm colors and materials.

Embracing a fresh wave of design, cuisine, and greenery amid the striking 1960s office towers, The Standard, Brussels will challenge the city’s conventional image. With 200 rooms and suites, spread across 28 stories, the property reflects a multifaceted view of the city. The lobby will serve as a versatile lounge, seamlessly shifting from day to night, offering a space perfect for everything from a casual coffee to a business meeting. A vibrant bar will connect with the adjacent restaurant, creating an energetic flow between the two spaces. On the ground floor, a botanical garden will offer a peaceful retreat, blending natural beauty with urban tranquility. All furnishings were custom designed for the project; in lieu of art, the guestrooms stand boldly on their own.

Wood and curtains are the primary materials, creating a sense of comfort and warmth.

Each of the 200 guestrooms will feature intricate wooden millwork and playful use of shapes, particularly circles.

Influences from 1970s American and postmodern Japanese architecture, while incorporating elements of 1930s Belgian design are present such as the work of Henry Van de Velde. Wood and curtains are the primary materials, creating a sense of comfort and warmth. The carpet pattern evokes the style of the 1980s. Through The Standard lens, these Belgian influences are seamlessly integrated, crafting a unique blend of global, American, and local references.

Three dining concepts will be available, with more details to be revealed in the coming months. The ground floor restaurant, Double Standard, will seamlessly connect to the lobby, offering a blend of American and Belgian bar fare, complemented by an exceptional beer selection, right next to the lively, mid-century modern lobby bar. Here, wood accents, high-gloss finishes, and red brick flooring combine to create a welcoming atmosphere. On the 29th floor, Lila29, a restaurant and bar will offer stunning 360-degree views of Brussels.

For the first time, The Standard will introduce extended-stay Suites for guests visiting Brussels for weeks or months on end. Designated on the last two top floors of the property, these rooms average 50 square feet, fully furnished and have been designed as a home-away-from-home to feature a living room, workspaces and kitchenettes, accompanied by stunning views. Amenities include but are not limited to 24/7 concierge, weekly housekeeping services, discounts on dining as well as laundry and more.

www.standardhotels.com/brussels/properties/brussels

About The Standard:
The Standard hotels are known for their pioneering design, taste-making clientele, and unrelenting un-standard-ness. Be it a city hotel, seaside resort, or rooftop bar, the goal of every Standard project is to defy convention, up the aesthetic stakes and create a cultural hub. The Standard hotels are not just places to stay, but places to play in New York, Miami, London, Ibiza, Bangkok, Hua Hin, Maldives and Singapore. Further developments are underway in Lisbon, Mexico City, Tulum and Pattaya along with branded residences opening in Miami, Lisbon, Mexico City, Phuket and Hua Hin. The Standard brand is now part of Hyatt’s lifestyle group and will soon join World of Hyatt.

StandardHotels.com

About Hyatt Hotels Corporation:
Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company guided by its purpose – to care for people so they can be their best. As of December 31, 2024, the Company’s portfolio included more than 1,400 hotels and all-inclusive properties in 79 countries across six continents. The Company’s offering includes brands in the Luxury Portfolio, including Park Hyatt®, Alila®, Miraval®, Impression by Secrets, and The Unbound Collection by Hyatt®; the Lifestyle Portfolio, including Andaz®, Thompson Hotels®, The Standard®, Dream® Hotels, The StandardX, Breathless Resorts & Spas®, JdV by Hyatt®, Bunkhouse® Hotels, and Me and All Hotels; the Inclusive Collection, including Zoëtry® Wellness & Spa Resorts, Hyatt Ziva®, Hyatt Zilara®, Secrets® Resorts & Spas, Dreams® Resorts & Spas, Hyatt Vivid Hotels & Resorts, Sunscape® Resorts & Spas, and Alua Hotels & Resorts®; the Classics Portfolio, including Grand Hyatt®, Hyatt Regency®, Destination by Hyatt®, Hyatt Centric®, Hyatt Vacation Club®, and Hyatt®; and the Essentials Portfolio, including Caption by Hyatt®, Hyatt Place®, Hyatt House®, Hyatt Studios, and UrCove. Subsidiaries of the Company operate the World of Hyatt® loyalty program, ALG Vacations®, Mr & Mrs Smith, Unlimited Vacation Club®, Amstar® DMC destination management services, and Trisept Solutions® technology services.

For more information visit www.hyatt.com.