In order to offer Business Class customers and frequent flyers a quality experience, Brussels Airlines has increased the capacity of The Loft, the airline’s unique lounge at Brussels Airport.
Brussels Airlines invited us for an exclusive discovery of their upgraded The Loft, the airlines’ unique lounge concept at Brussels Airport. Centered on comfort, technology, design and Belgitude, The Loft has welcomed more than 1.5 million travelers since its inauguration in October 2014.
To improve the comfort for their highest tier customers Brussels Airlines has increased 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 also offers new innovative experiences, for which Brussels Airlines has partnered up with quality brands who are experts in design, technology and innovation.
The additional 800m² includes an open space designed by Lexus and showcases 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.
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.
The Loft also offers new 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, with each artwork having a link to Belgium.
A massage area with Panasonic relax chairs, simulating the Shiatsu treatment available in the seating of the new Lexus LS sedan, completes the experience.
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 Brussels Airline’s own customers, The Loft 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.