The Standard Hotel has opened for business in the Northern Quarter. The American chain is hoping to inject life into the area and says guests can expect more than an in-and-out stay.
Located in one of Brussels' former World Trade Centres, The Standard Hotel is a self-rated five-star getaway with an eye for detail and a proud "lifestyle" culture.
The building hosts 200 rooms over 28 storeys, a ground floor botanical garden and a rooftop restaurant. "I've worked in hospitality before but I've never seen a brand put so much detail into every seat, fabric, lighting and music decision," Director of Marketing & Culture Nienke Verwer told The Brussels Times. "Everything is finetuned to make the overall experience absolutely perfect for our guests."
The Standard considers itself a "lifestyle" brand, meaning that "it's not just a hotel where you check in and go to your room," according to Verwer. "It's more than just a hotel. We have merch, two restaurants and three bars. We combine experiences under one roof – it's not just guests checking in."
Northern Quarter
The Standard is located slightly off the beaten track in the Northern Quarter. It is hoping to lend a new lease of life to an area often considered "not the sexiest".
"We're not in the centre, but we are nearest one of the busiest train stations in Brussels," says Verwer. "It's about shining a light on the area, making it fresh and hopefully a little bit more thriving and up and coming than it was previously."
Going beyond this district, the Standard Hotel and its high-profile counterparts want to aid in transforming Brussels from a whistle stop city into a tourist destination.
"Brussels has often been perceived as this kind of stopover spot. We're really hoping that with the properties that are opening up, that will attract people to come to Brussels."
The offering
Credit: Niccola.be
Foodwise, there is more than one culinary option on offer at the hotel. On the ground floor, the Double Standard restaurant offers a mixture of American and Belgian cuisine as well as a generous selection of beers.
Up on the 29th floor, Lila29 is another bar and restaurant with "breathtaking" 360° views of the city. It has been full all week so customers are encouraged to book ahead of time.
Long-stay suites will be available for the first time. Guests wishing to spend weeks or months in Brussels can reserve a 50 m2 suite on the top floor, with flexible contracts available for stays of one to six months.
The Standard hotels can also be found in New York, Miami, London, Ibiza, Bangkok, Hua Hin and Singapore. The group expects to open new establishments in Lisbon, Mexico City, Tulum and Pattaya.
