Due to increasing passenger numbers, Brussels airlines is increasing the capacity of its lounge “The Loft” at Brussels airport. The new expanded lounge is 66% larger, covering a total space of 2040 m² and will open to the public at the beginning of June. It also features a number of new experiences, including a red velvet pool table and a Belgian bar where guests can pour their own draft beer.
Located at Pier A inside Brussels Airport, the lounge will now be able to welcome 500 passengers at a time, offering more physical space and new innovative experiences thanks to partnerships with high-quality brands such as Lexus, Miele, Grohe, Corian and Dyson.
Around 1,500 Business Class customers and frequent flyers visit the Loft each day, spending an average of 74 minutes in the lounge. Among them are Brussels Airlines customers, as well as Business Class passengers from other international carriers, such as Star Alliance member airlines and carriers such as Emirates, Etihad, Air Malta and Finnair. It therefore makes sense that Brussels Airlines would invest in improving the quality of the lounge experience.
The extended lounge features a new open space designed by Lexus, showcasing objects from the Lexus design awards that allow guests to discover the brand’s luxury lifestyle. The space has been created following the Japanese hospitality tradition of omotenashi – 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.
There is also new VIP area for HON Circle members, featuring a living room showcasing a changing art collection of foreign and Belgian art. Next to that, passengers can help themselves to food from a state of the art Miele kitchen, which is designed to make travelers feel at home away from home.
If passengers need to take a rest, they can do so in new private nap rooms, inspired by the new long haul Business Class product that Brussels Airlines will launch at the end of this year. The walls of the nap rooms showcase fine art images produced by cultural engineering agency Meta-Morphosis, which each have a link to Belgium. A massage area is also available, equipped with Panasonic relax chairs that simulate the Shiatsu treatment available in the seating of the new Lexus LS sedan.
If that’s not enough, Brussels Airlines has also introduced the Grohe Spa, which consists of 11 bathrooms, which feature steam baths, music and light therapy, and 11 unique moods and spa experiences.
Christina Foerster, CEO Brussels Airlines, said:
“Customer centricity is at the heart of everything we do. We are known for our welcoming service and our Belgitude, which is reflected throughout The Loft. Business travelers remain an important part of our customer base; therefore we continue to invest in their comfort, working together with partners like Lexus who are driven by the highest quality service. With The Loft, we offer our customers an ideal environment, designed to meet their individual needs to relax, be productive or to be entertained.”
The Loft has a strong ‘Belgitude’ theme, which is visible in the Art Nouveau design of the lounge and the many historical items from the Tintin universe that are scattered throughout the space. The Belgian theme is also evident in the food: passengers can enjoy Neuhaus Belgian chocolates, AB InBev beers and traditionally roasted premium coffee from Belgian family-owned company Rombouts.
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