The Standard is the name of the new hotel set to open in Brussels’ Northern Quarter in May 2025. Featuring 200 rooms and 3 bars and restaurants, the upcoming hotel is expected to be a vibrant new destination in the heart of the European capital. Following the success of the Standard, London in 2019 and Standard, Ibiza in 2022, the Brussels edition promises to transform the urban cityscape.
Recently acquired by Hyatt, The Standard brand continues its global expansion, opening several properties each year. Each hotel is recognised for its striking design, top-tier culinary offerings, and a blend of local authenticity with consistent brand familiarity.
Together with Verena Haller, Chief Design Officer for The Standard Hotels, jaspers-eyers Architects and Bernard Dubois Architects are leading the design of the hotel, merging The Standard’s signature aesthetic with contemporary Belgian influences to create a dynamic and stylish urban retreat for travellers.
The hotel is a key component of the ZIN redevelopment project, a bold revitalisation of the former World Trade Center (WTC) I and II towers in Brussels’ Northern Quarter. The 28-storey building takes inspiration from post-war modernism and features a steel-and-glass façade that complements the city’s architectural identity. Inside, the multifunctional complex will offer offices, residential units, and various amenities, with welcoming spaces ideal for casual coffee breaks and business meetings.
Inside, the design will continue to impress. The 200 rooms and suites will be furnished with custom-designed European home décor crafted specifically for the hotel, with every item produced in Europe to ensure high-quality craftsmanship, sustainability, and a distinctly European aesthetic. All of this will be set against a backdrop of ‘bring up 80s-inspired patterned carpets. The hotel also introduces extended-stay apartments of 50 square meters, fully equipped with living rooms, kitchenettes, and workspaces.
Dining and leisure will also be at the centre of the guest experience. The ground floor will feature the Double Standard, which will bring up an intricate combination of American and Belgian food but also a botanical garden that would create a little nature escape for guests to relax and reconnect with nature amidst the city’s hassle. Meanwhile, the 29th floor will host Lila29, a Spanish brasería and cocktail bar, which is going to offer panoramic city views through floor-to-ceiling windows.
“We can bring something that the city’s never seen,” said Amar Lalvani, president and creative director of Hyatt’s lifestyle group.
Room rates begin at €181, and bookings are available via the official website.
