May 19, 2025 |
Brussels, with its slate skies and suited-up diplomats, has always worn a reputation for being a little, well, buttoned up. But now, in a delicious twist of irony, the city’s Northern Quarter – once the haunt of cubicle dwellers and post-war austerity – is getting a bit of a glow-up. Enter: The Standard, Brussels.
Yes, that Standard. The irreverent hotel brand (of the Hyatt Hotels Corporation) that has turned heads in London (opening 2019) and secured the Balearic party stamp of approval in Ibiza (opening 2021). The avant-garde stay where conventions are defied and things are positively un-standard. Now, it’s landed in the Belgian capital, it’s off-kilter design language and taste-making clientele in tow, and we couldn’t be more thankful.
The address? A retrofitted slice of architectural nostalgia where the city’s World Trade Center used to stand. The attitude? Anything but business as usual.
Rising 28 striking stories in the midst of the city’s ZIN redevelopment – a bold reimagining of urban life that melds together residential, office and hotel into one seamless complex – The Standard, Brussels is a purveyor of corporate brutalism, mid-century cool and the wonderfully oddball charm that Brussels keeps tucked beneath its bureaucratic blazer.
Dreamed up by Belgian design royalty – Jaspers-Eyers and Bernard Dubois – alongside The Standard’s very own creative powerhouse, Verena Haller, the freshly erected stopover does what all the best hotels do: it looks good, it feels better and it tells a story without trying too hard. The façade? Burtalist and assertive, drawing on post-war modernism for inspiration. The interiors? A moodboard of ‘70s Americana, postmodern Japan and ‘30s Belgian finesse, all softened by layers of wood, whispery curtains and carpets that seem to cheekily nod to the ‘80s.
Outside, a botanical garden softens the hard cityscape, offering a green pause amidst the urban rush. Upon entry, the lobby feels less ‘check-in’ and more ‘come-in-and-play’, shapeshifting from a lounge by day to a scene-stealing social hub by night. Red brick floors warm up the space while a custom-designed furniture ensemble lounges casually nearby. For the 200 guestrooms and suits on option, forget the usual art-on-white-walls; The Standard, Brussels lets the shapes do the talking. Circles abound. The architecture curves, dips and slides, with each guestroom a quiet masterclass in moody millwork and functional beauty. It’s all very The Standard: slightly rebellious, wildly stylish and always a touch irreverent.
Food, naturally, is not an afterthought. On the ground floor, the Double Standard restaurant delivers Belgian and American bar fare served with a side of flair and an impressive beer selection. Next door, a mid-century modern lobby bar invites locals and hotel guests alike to lean in. But the real showstopper is Lila29; perched on the top floor and promising 360-degree views that’ll have even the most stoic EU bureaucrats reaching for their phones, the restaurant boasts wood accents, high-gloss finishes and more of that warm, red brick flooring.
And for those who just can’t bear to leave – or have simply found their groove in Brussels – The Standard is, for the first time, offering extended-stay suites. Located on the top two floors of the renovated office-towers, think of them as pied-à-terres with benefits: living spaces, kitchenettes, concierge access, dining discounts and weekly housekeeping, all wrapped in panoramic views and warm Belgian timber. Whether you’re here for the long game or just playing house, it’s a seductive proposition.
So, what does The Standard bring to Brussels? A much-needed wink. A swish of red lipstick on a grey day. A reminder that even the most grown-up cities have a wild side. And, of course, a fabulous place to stay.
Book your stay at The Standard, Brussels here. Photography courtesy of The Standard, Brussels.
