With The Standard, Brussels is about to open, here’s a sneak peek of the design scheme created by The Standard’s in-house team, led by Verena Haller, Jaspers-Eyers Architects and Bernard Dubois Architects…
The Standard is poised to continue its European expansion this spring with the highly anticipated opening of The Standard, Brussels. The latest arrival to the iconic hotel group is set to anchor the vibrant Zin redevelopment project in the city’s Northern Quarter, a dynamic mixed-use hub that seamlessly blends apartments, shared spaces, offices, and eclectic hospitality offerings.
Bringing the vision to life is a carefully curated design collaboration between The Standard’s in-house team, led by Verena Haller, and two renowned Belgian design powerhouses: Jaspers-Eyers Architects and Bernard Dubois Architects. Together, they have crafted a property that is as much a celebration of Brussels’ rich architectural history as it is a nod to modernity.
Situated on the site of the former World Trade Center, The Standard, Brussels draws inspiration from post-war modernism, paying homage to the area’s architectural roots while boldly moving into the future. The building’s striking Brutalist influences are softened with an inviting warmth, as Dubois’ design vision merges industrial edges with refined, tactile interiors. The exterior makes a bold statement to the city, while inside, a lush palette of playful rich colours and luxurious materials offer a sense of comfort and sophistication at every turn.
Image credit: The Standard Hotels
With 200 rooms and suites spread across 28 storeys, The Standard, Brussels offers a captivating, multi-dimensional view of the city. The lobby serves as an effortlessly adaptable lounge, shifting from a relaxed daytime vibe to an energetic evening atmosphere, while a vibrant bar seamlessly connects with the adjacent restaurant, encouraging an energetic flow between the two spaces. On the ground floor, a serene botanical garden provides a tranquil sanctuary amidst the bustling city.
Each of the hotel’s rooms and suites is a thoughtful fusion of design, with intricate wooden millwork and a playful exploration of shapes – most notably circles. The interiors draw inspiration from the bold lines of 1970s American and Postmodern Japanese architecture, while also incorporating the elegance of 1930s Belgian design, such as the refined work of Henry Van de Velde. The interiors centre around a warm and cosy vibe, with the use of wood and soft, flowing curtains, creating an inviting and cocooning atmosphere.
Image credit: The Standard, Brussels
For the first time, The Standard introduces extended-stay Suites, located on the hotel’s top two floors. These fully furnished rooms, averaging 50 square metres, offer a home-away-from-home experience, featuring spacious living areas, workspaces and kitchenettes for those looking to linger a little longer.
The hotel offers three dining concepts, with more details to come. On the ground floor, Double Standard blends with the lobby, serving a modern mix of American and Belgian bar fare in a warm, inviting space with wood accents and red brick flooring. On the 29th floor, Lila29 restaurant and bar offers stunning 360-degree views of Brussels, elevating both the dining and the experience.
As The Standard advances its bold European expansion, attention will soon shift from Belgium to Portugal, with the highly anticipated opening of The Standard, Lisbon, slated to open in 2026. With each new location and the launch of innovative brands like StandardX, the group continues to push boundaries, infusing its signature flair and style into some of the continent’s most vibrant cities.
> Since you’re here, why not ‘check in’ to explore Jumeriah yacht-inspired hotel in Dubai?
Main image credit: The Standard Hotels
