Following the successful launches of The Standard, London (2019) and The Standard, Ibiza (2021), The Standard just began a new chapter in Europe with the opening of the group’s newest hotel in the Belgian capital.
This new The Standard hotel concept is the result of the creative vision of The Standard’s award-winning in-house design team, led by Verena Haller. Their expertise was brought together with the local talent of two icons of Belgian architecture: Jaspers-Eyers Architects and Bernard Dubois Architects.
Architectural Fusion
Located in one of the refurbished towers of the World Trade Center, The Standard is part of the ZIN redevelopment project in the Brussels North District – a vibrant mixed-use complex combining suites, offices, shared spaces, and a hotel. The design is inspired by post-war modernist architecture and brings the neighborhood’s rich history to life. While Brussels is known for its elegant appeal, it also exudes a playful energy – a dynamic captured in The Standard, Brussels’ design. The aesthetic draws heavily on brutalist architecture, infused with the artistic vision of Bernard Dubois. The result: a bold façade overlooking the city and interiors that embrace guests with rich, warm colors and materials.
Urban Retreat
The Standard, Brussels offers a fresh perspective on design, dining, and green urban living, set among the characteristic office buildings of the 1960s. With 200 rooms and suites spread across 28 floors, it reflects the dynamic and diverse spirit of Brussels.
Lively Spaces
The lobby functions as a vibrant lounge that transitions seamlessly from day to night – ideal for casual coffee meetings or professional gatherings. The lively bar connects effortlessly with the restaurant, creating an energetic flow between the two spaces. All furniture is custom-made, giving each room and corner a distinctive, refined character. The ground floor also features a botanical garden: a serene oasis where nature and the city converge.
Timeless Design
Each of the 200 rooms is stylishly finished with refined woodwork and playful, rounded forms. Influences from 1970s American interiors and Japanese postmodern architecture meet elements of 1930s Belgian design, such as the work of Henry Van de Velde. A palette of wood and textiles dominates, creating an intimate and inviting ambiance, while the carpeting nods to the 1980s. The Standard, Brussels brings these Belgian influences together in a unique blend of global, American, and local styles. The Standard, Brussels will feature three culinary concepts, with more details to be announced in the coming months.
Double Standard
The ground-floor restaurant, Double Standard, is directly connected to the lobby and serves a mix of American and Belgian classics, complemented by an exceptional beer selection. In the characterful mid-century modern lobby bar, wooden accents, glossy finishes, and a red brick floor create a warm, inviting atmosphere. On the 29th floor, Lila29 offers a restaurant and bar with breathtaking 360-degree views of Brussels.
Extended Stays
For the first time, The Standard is also introducing suites designed for extended stays – perfect for guests planning to stay in Brussels for several weeks or months. These suites, located on the top floor of the hotel, average 50 square meters and are available with flexible contracts for stays ranging from one to six months.
