The Loft by Brussels Airlines is a unique lounge concept at Brussels Airport, centered on comfort, technology, design and Belgitude. Since its inauguration in October 2014, The Loft welcomed more than 1.5 million travelers departing from Pier A at Brussels Airport.
Today the airline increases the capacity of ‘The Loft’ with 66% to a total of 2040 m², making it possible to welcome 500 travelers. But next to more physical space, The Loft now offers also new innovative experiences, for which Brussels Airlines has partnered up with quality brands Lexus.
The additional 800m² include an open space designed and hosted by Lexus, showcasing objects from the Lexus design awards, letting guests discover the brand’s luxury lifestyle.
The space has been created following the traditions of omotenashi, the Japanese concept of hospitality and one of the core values of Lexus. Omotenashi goes further than just meeting an individual’s needs; it is about anticipating them before they arise. Lexus ambassadors make sure guests are provided with the best possible service while they wait for their flight.
Credit to Corian Design Solid Surface, the ambitious vision for a seamless surface design of The Loft was turned into a reality and completes the entire atmosphere.
The new Loft also offers an enclosed VIP area for HON Circle members with a living room showcasing a changing art collection of foreign and Belgian art. Next to that, an array of the finest gastronomy in a state of the art Miele kitchen is offered to make travelers feel at home away from home.
The Loft also offers private nap rooms, inspired by the new long haul Business Class cabin that the airline will launch at the end of this year. They showcase fine art images produced by cultural engineering agency Meta-Morphosis. Each artwork has a link to Belgium. A massage area completes the experience; thanks to Panasonic relax chairs, simulating the Shiatsu treatment available in the seating of the new Lexus LS sedan. Another new experience includes the Grohe Spa, consisting of 11 bathrooms, each with their own settings according to personal preference, steam bath, music and light therapy, creating 11 unique moods and spa experiences. A game room featuring an impressive red velvet pool table concludes The Loft’s new experiences, letting Loft guests come together to play a game of pool.
On board as well as on the ground, Brussels Airlines wants to be an ambassador for Belgium. Therefore the ‘Belgitude’ is omnipresent in The Loft. This translates into the Art Nouveau design of the lounge, the many historical items from the Tintin universe and also the gastronomy. Belgian culinary delights are provided by caterer Newrest, while Belgian family-owned company Rombouts provides a daily dose of traditionally roasted premium coffee. Neuhaus’ chocolates give The Loft’s international audience an indulgent taste of Belgium and the beers from AB InBev complement the offer at the Belgian Bar, where lounge guests can pull their own draft beer.