Why book?

For a mix of Belgian decadence and bold architectural elegance at one of the city’s coolest new names to know.

Set the scene

A slash of signature red signals you’ve arrived at The Standard Brussels. Just a short ride from the Eurostar, it’s circled by the city’s towering buildings and inside, high ceilings and high style await. As with all the Standard properties, design is very much a focus. Here, it’s the result of a collaboration between the hotel team and local architect Bernard Dubois, who complements the brand’s recognisable aesthetic with specialist details: red-brick flooring, glossy wood and sweeping arches.

On the ground floor, the Greenhouse offers a botanical escape where guests can unwind, but it hints at being the kind of place that transforms into something more electric after dark… time will tell. Just off the hotel lobby is the bar and its menu of innovative cocktails. Vibrant, stylish and the right kind of intimate, it’s easy to lose time here. Look up from your perch in a padded black chair and you’ll spot something quietly striking – the surrounding architectural details converge in such a way that the ceiling itself begins to feel like an abstract art installation.

The backstory

The Standard’s story began in 1999 with the opening of The Standard, Hollywood, a bold new hotel that championed modern architecture. Fast forward to 2025 and The Standard continues to evolve, now with branches in London and Ibiza, and with plans to open in Lisbon in 2026. Brussels was a poignant choice. Here, ambition meets cultural complexity, and The Standard’s international influence is softened through local nuances.

The rooms

There are 200 rooms on site and I was lucky enough to tour all 28 floors and a range of suites. Despite varying in size, there’s coherence in the aesthetic. Soft curves, layered textures and a warm woody palette decorate each space in a way that feels calming – a reprieve from the city outside. Draped curtains wrap around the rooms and subtle nods to 1970s America, as well as Japanese design influences, add pops of character. In the bathrooms, signature style details like a floating mirror set in front of a large glass window and Davines toiletries make those familiar with The Standard feel at home.

My favourite room, and the one I spent my time in, was The Deluxe Junior Suite. Waking up here felt like a moment I’ll remember forever. I opened my blinds to watch the sunrise pour across the city, bathing it in golden light and (literally) highlighting just what makes Brussels special. It helps that I’d had a particularly dreamy night’s sleep, all thanks to fluffy down pillows, silky-soft sheets and a view that made me feel on top of the world.

Food and drink

Chef Alex Joseph leads the menu for the rooftop restaurant Lila29, and Double Standard where breakfast is served. Expect a delectable spread of American and Belgian food, from fluffy pastries and fresh fruit to zesty juices. Don’t miss the Belgian frittata, or the omelet with smoked salmon and avocado (it’s not on the menu, but it should be). When it comes to coffee, I’ll admit I’m hard to please but here I was genuinely impressed. My iced oat latte order was consistently good. Not too sweet, not too strong, just smooth, cool, and completely noteworthy.

Lunchtime at Double Standard is a must, whether you’re staying at the hotel or not. The al fresco set up is ideal in spring and the DS burger with dry-aged beef and bone marrow, topped with raclette, was nothing short of heavenly. In the evening, head to Lila29 which (unsurprisingly) is located 29 floors in the air. It’s here that the hotel really springs to life, and it’s a cut above any other rooftop in Brussels. The food menu features a mix of Iberian flavours. Try the croquetas manchego and spinach – a melt-in-the-mouth kind of divine, especially when paired with a Green Peppercorn Coconut Martini.

The neighbourhood

This pocket of Brussels blends old and new and it feels like a city within a city. You’re perfectly placed to explore some of the capital’s finest cultural gems. The Royal Museums of Fine Arts of Belgium and Museum of Illusions Brussels are within easy reach, as is The World of Banksy. The local food scene is well worth exploring, too. A standout? Le Selecto – a brasserie that marries Parisian flair with Belgian soul. It’s buzzing with energy, relaxed in spirit and the beer list is top-tier. When it comes to shopping, prepare to be spoiled. From the timeless glamour of Les Galeries Royales Saint-Hubert to the luxe Avenue Louise and high-street hub Rue Neuve, this is the trendiest corner of town – one where style, food, art and energy converge in the best possible way.

The service

There’s an always-on approach here, no matter where you are in the hotel. Staff will greet you by your name and offer a warm welcome from breakfast until your final night cap, recalling your preferences without so much as a prompt. It’s the kind of place that makes everything feel delightfully seamless. Uniforms are a standout. The front desk and guest experience teams wear tailored Japanese denim with red stitching that subtly nods to the lobby bar’s branding, while staff at Lila29 sport uniforms with soft pink details at the collar collar – an echo of the restaurant’s design palette. Room service is perfectly executed and beautifully presented. Mine was delivered by Kimmy, who deserves a special mention, explaining each dish with care and precision.

Eco effort

Sustainability is no afterthought here and eco-friendly practices are taken seriously. I was impressed, to say the least. Design materials have been sourced as locally as possible, with all furniture, OSE and fabrics originating from Europe. The hotel also benefits from its location within the ZIN complex, where rigorous energy standards are embedded into every aspect of construction. The structure uses primarily sustainable, non-polluting materials and its energy footprint is kept low thanks to high-efficiency systems and renewable energy sources. ZIN embraces a circular economy mindset by reusing much of the existing framework from the original building. Guests can also expect in-house charging stations for electric vehicles and bicycles and the hotel’s prime location puts you within walking-distance of one of the capital’s three main train stations.

Accessibility

The Deluxe King ADA room is designed with accessibility in mind. Expect 301-312 sq. ft. of space and sensational displays from your full wall of windows. The staff are on hand and more than willing to help where needed.

Anything left to mention?

The gym on the 29th floor, where state-of-the-art equipment faces out onto rooftop greenery –elevating your fitness routine with a view that’s anything but ordinary.