The Standard hotel brand has confirmed a May 2025 opening for its latest hotel, Standard Brussels.
The new hotel in the Belgian capital will be part of the ZIN redevelopment, in the northern quarter of the city. Its design brings together the best of the Standard’s in-house design team, working in harmony with Belgian architecture practices Jaspers-Eyers Architects, and Bernard Dubois Architects.
Tapping into the Brussels vibe
The result of this triumvirate of design minds is a hotel that fuses together elements of post-war modernism, with the quirky and eclectic mix that is Brussels, Europe’s most potent melting pot. Guests can expect to enjoy an atmosphere that will be not only striking, but inviting at the same time.
The new Standard has 200 rooms, split across 28 floors of a tower that is set among a series of 1960s office towers. Distinctive features include a botanical garden on the ground floor, providing a peaceful retreat, while the hotel lobby is both a lounge area but also somewhere suitable for a business meeting. All of the furnishings in the hotel were designed specifically for this project, promising a truly unique interior for both casual visitors, and staying guests.
In a first for the brand, Standard Brussels will include larger rooms, designed specifically for longer stay guests. Located on the top two floors, these rooms will boast the best views, and will average around 50 square metres each, with a living room, workspace and a modest kitchen. Supported by a round the clock concierge, weekly housekeeping and long-stay pricing for everything from dining to laundry, these are bound to prove popular for those spending several weeks in Brussels on business.
The Standard International business was acquired by Hyatt Hotels in summer 2024, and now sits within the group’s lifestyle offerings. Indeed, the group used the acquisition to help create a new lifestyle group within the business, based out of offices in New York but with additional staffing in Austin and Bangkok.
Looking ahead, Standard has properties in development in Lisbon, Mexico City, Tulum and Pattaya. The brand is also planning to make a splash in the branded residence niche, with developments coming to Miami, Lisbon, Mexico City, Phuket and Hua Hin.
More openings across Europe
In the Portuguese capital, Lisbon, the Standard hotel is now expected to open in 2026. The project will repurpose a nineteenth century neoclassical building that was, for more than 200 years, the hospital for the Portuguese Royal Navy. Its reincarnation will deliver a 172 room hotel along with serviced residences, in a redevelopment project that is being backed by investor Stone Capital.
Also coming in Europe is the Standard Dublin Arch, a 200 room hotel now expected to start trading in early 2027. Part of a major regeneration project by developer Ballymore, the hotel will add another lifestyle offering to the dynamic hotel market in the popular destination that is the Irish capital.
