Following the successful launches of the Standard, London in 2019 and the Standard, Ibiza in 2021, the hotel brand has unveiled its latest European outpost in the heart of Belgium’s capital: the Standard, Brussels.
Part of the ZIN redevelopment project in Brussels’ North Quarter, the project reimagines the former World Trade Center into a dynamic mixed-use complex with residential, office, and hospitality components. The Standard, Brussels anchors the transformation with 200 guestrooms and a playful, design-forward identity rooted in the city’s architectural legacy.
The hotel’s creative direction is a collaboration between the Standard’s in-house team, led by chief design officer Verena Haller, and Belgian firms Jaspers-Eyers Architects and Bernard Dubois Architects. Together, the design teams blend brutalism with an unexpected warmth and whimsy, a nod to Brussels’ architectural seriousness and underlying playfulness.
A retro-modern vibe at the Standard Brussels
Throughout the interiors, including the guestrooms, rich hues, natural materials, and rounded forms draw inspiration from 1970s American modernism, postmodern Japanese influences, and Belgian Art Nouveau—particularly the work of Henry van de Velde.
A layered, retro-modern vibe permeates the spaces, thanks to intricate wood millwork, dramatic curtains, and playful circular motifs, while patterned carpets evoke the boldness of the ’80s.
The lobby—anchored by a vibrant bar and connected restaurant—is designed as a social hub, effortlessly shifting from a daytime lounge to a nighttime hotspot.
At street level, a botanical garden offers a moment of natural calm in the urban fabric.
Dining and extended stay
The Standard, Brussels boasts three dining venues, including ground-floor restaurant Double Standard, which serves Belgian and American bar fare, and Lila29, a restaurant and bar on the 29th floor with sweeping city views.
A first for the Standard Hotels brand, the property also introduces extended-stay suites designed with living areas, kitchenettes, and workspaces to offer a residential feel for long-term guests.
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