Brussels Airlines - Pison Public Relations

Brussels Airlines extends The Loft at Brussels Airport with Lexus

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.

8th May 2018/0 Comments

Brussels Airlines extends the Loft at Brussels Airport

Following the great success of The Loft and the company’s rising passenger numbers, Brussels Airlines increased the capacity of its Brussels Airport lounge and further improves the comfort for their highest tier customers. Business travelers remain an important part of Brussels Airlines’ customer base and therefore the company continues to invest in the highest standard in hospitality. In order to offer the 1,500 Business Class customers and frequent flyers who visit the Loft each day a quality experience, Brussels Airlines has teamed up with renowned partners, who are all driven by design, technology and innovation.

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, Miele, Grohe, Corian and Dyson, who are experts in design, technology and innovation.

The additional 800m² include an open space designed 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.

The new Loft also offers an enclosed VIP area for HON Circle members (the highest tier in the Miles & More loyalty program) 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.

Furthermore, The Loft 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.

Next to the airline’s own customers, Brussels Airlines also welcomes Business Class passengers and frequent flyers from many other international carriers to the Loft, including Star Alliance carriers, but also non-Star Alliance partners like Emirates, Etihad, Air Malta and Finnair. The new Loft will open to the public at the beginning of June.

30th April 2018/0 Comments

News

Brussels Airlines reveals Aerosmurf

For 7 months, 1415 submitted ideas and 14 painting days after the start of the Belgian Icon contest, Brussels Airlines’ fifth iconic plane is ready to carry out its Belgian colors around Europe and beyond. The Smurfs design by the Italian Marta Mascellani, chosen by the public, will represent Belgium on a Brussels Airlines A320 named Aerosmurf.

As a proud ambassador of Belgium, Brussels Airlines continues its series of Belgian Icons, aircraft with special designs dedicated to iconic Belgians. Saturday, in the presence of winner Marta Mascellani and finalists of the contest, Brussels Airlines revealed Aerosmurf.

The Smurfs, who celebrate their 60^th birthday this year, are one of Belgium’s most loved comic characters and are sure to be the perfect flying ambassadors for Belgium. As of Sunday 25th, Aerosmurf is bringing the world to Belgium and the best of Belgium to the world, just like the four other Belgian Icons Rackham (Tintin), Magritte, Trident (Red Devils) and Amare (Tomorrowland).

The name Aerosmurf is the title of a Smurfs comic album which tells the story of a little Smurf whose dream is to fly. The little Smurf tried several ideas, but none of them work, until he builds a plane. Since then, the little Smurf is known as Aerosmurf.

The design

The designers of studio Peyo adapted Marta’s design to fit the round fuselage of an aircraft. The result is a plane with 19 smurfs, passengers as well as crew, interacting with each other.

In the cockpit we find Smurfette as the captain and Papa Smurf as co-pilot. The design contains Belgian details, representing the many other ideas that were submitted during the contest. On the left hand side Harmony Smurf is playing the Belgian national anthem on the saxophone – a Belgian invention – together with another smurf who is playing the harmonica, referring to the famous Belgian musician Toots Thielemans. On the crew smurf’s trolley we find a miniature Atomium.

On the right side of the plane a crew smurf is serving Belgian fries and waffles to the smurf passengers. Aerosmurf also has two secret passengers, Gargamel and Azrael, trying to escape through a hatch in the belly of the plane. A treat for plane spotters, since they are only visible during takeoff and landing.

For passengers flying with Aerosmurf the experience continues inside. Little smurf footsteps on the carpet are leading the Aerosmurf guests to their seats, while a Smurfs video and adapted boarding music complete the Smurfs experience.

Led by airbrush specialist André Eisele, 14 artists worked 14 days non-stop to paint the eleven meters high and 37.56 meters long design on the plane by hand. They used 28 colors, 420 liters of paint, 24,000 meters of masking tape and 4,500 m² masking paper. Aerosmurf will be part of the Brussels Airlines fleet until 2023.

As the winner of the contest, Marta Mascellani followed the plane’s creation process behind the scenes. Saturday she stood on the front row at the revealing of the aircraft and Sunday Aerosmurf took Marta home to Milan, with in the cockpit her brother Lorenzo, who is a pilot at Brussels Airlines and also her personal connection to Belgium.

The Belgian Icons series

As the fifth Belgian Icon, Aerosmurf joins Rackham, Magritte, Trident and Amare in the Belgian Icons series. To carry out the best of Belgium to the world, Brussels Airlines decided to dedicate a plane to Tintin in 2015. With Aerosmurf the company launches a possible successor for Rackham as one of the most photographed planes in the world.

Two years later Magritte followed together with Trident, dedicated to the Belgian national soccer team. Brussels Airlines will this year, just like two years ago for the European Championship, bring the Red Devils and their fans to the World Cup in Russia. On the 13^th of June the flight with the Red Devils on board will take off to Russia.

In 2017 Brussels Airlines and Tomorrowland created Amare, a tribute to the iconic Belgian music festival. This summer Brussels Airlines’ party flights will again bring the People of Tomorrow from all over the world to Tomorrowland in Boom.

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27th March 2018/0 Comments

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