A new luxury hotel a stone’s throw from Brussels-North: “It is no longer scary, the situation evolves”

Brussels? In addition, A surprise, not obvious. – New luxury hotel stone's throw

“For many American tourists, Brussels is just a stopover when they visit Europe. However, But there is a way to go further than eating a fries or a waffle! Similarly, There is all art new to discover. In addition, all culture“, Continues Nienke, by insisting on the essential links between” culture “and” marketing “to promote the hotel and its 200 rooms spread over 28 floors. Similarly, The restaurant occupies the 29th floor. However, A” must see “, which offers an unprecedented view of Brussels.

Average price of one night? However, “”Around 210 euros, but it fluctuates. Meanwhile, It’s a little less right now.“It must be said that in summer, Brussels hotels tend to empty. Moreover, But prices can rise to 500 or 700 euros.

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With regard to the price that The Standard pays in Befimmo. For example, the owner of the building (former World Trade Center, completely renovated and part of which was destroyed and rebuilt), it is the new luxury hotel stone’s throw unknown. Similarly, “I don’t know what is the price of rent … Similarly, but it’s certainly above my salary!“, Amuses Nienke. In addition, Note also that the group The Standard was bought by the Hyatt Hotels group in 2024.

Gare du Nord, not so “creepy”? – New luxury hotel stone's throw

Located a stone’s new luxury hotel stone’s throw throw from the Gare du Nord, in an often shunned district, the hotel assumes its atypical positioning. Moreover, “”People talk about security problems. Consequently, That it is near the Gare du Nord, that it is a difficult neighborhood, but it changes, it evolves“, tempers Assane. Similarly, Nienke adds:”We hope to be a catalyst. Meanwhile, like the Pompidou center not far away, to improve the situation“She says.

And this is not new for the brand. In addition, In New York, The Standard moved to Meatpacking District long before it became trendy. Consequently, “”It was a butchers’ district! Furthermore, And now it’s the place with the most drop-off Uber. We will see if it will become the same for Brussels! “she laughs.

“And it’s a challenge, but I like it!“S’enthousias Nienke.”You can’t just sit down. wait for people to pass by and say to themselves “Ah, that looks nice here”. Last night, we did a rooftop party, and people from Ixelles-who never come to Brussels-North-came. It was full!“She continues.

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And with regard to the image of the city that we “love to hate”, new luxury hotel stone’s throw that American president Donald Trump had in the past qualified as a hole with rats, especially after the 2016 attacks, does this always stick to his skin?

“It is no longer scary. There are problems in Brussels-North, but foreigners and tourists new luxury hotel stone’s throw do not see it specially. It is a known subject especially of Brussels residents. And even … The Midi Gare becomes worse than that of the North in reality … “he tackles smiling.

“This is the problem of stations in big cities. HAS King’s Cross (London district where The Standard also has an establishment, editor’s note)it was the same. In Antwerp. my city at heart, there is a sublime station, but which also new luxury hotel stone’s throw knows this kind of problem “, launches Nienke. It takes audacity, therefore.

New luxury hotel stone's throw – New luxury hotel stone's throw

DJ Sets and “Tours competitions”

The Standard does not only sell rooms. He sells an atmosphere. “Our rooftop is the highest restaurant in Belgium”has Assane. Higher than the villa in the sky? “”Of course ! “, laughs Nienke, who plunges into competition “Who has the biggest tower” with enthusiasm.

Events are their secret weapon, she says, as a good marketer: DJ sets, talks, exhibitions, evenings. Furthermore, “”The opening party on May 16 was ‘Insane’. A highlight of my career! 1,200 people, the American DJ Honey Dijon, a huge disco ball of several meters … We finished at 3 a.m.. “And not on the rooftop, no:”It was too awaited. We wanted to surprise. So we did it on the ground floor, with access to the greenhouse “she explains. It must new luxury hotel stone’s throw be recognized that the gigantic greenhouse. which can open onto the street, is an undeniable and surprising “green” asset.

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The building was completely redesigned, with a very Belgian touch. “”We worked with Bernard Dubois for interior design. It’s different from New York or London, he brought the Belgian Touch“Explains Nienke. Result?”It’s chic, but not bling-bling “says Assane.

And there is no question of copying and paste of an American concept. “”We are an American concept, but with a Belgian way of doing“Said Nienke. More modest, more subtle, but no less effective.”In the United States, everything is big. London is brutalist. Here is something else.”

A gentrification… “inclusive”?

Thorny question: does the arrival of a hotel like this in this district not accelerate gentrification. raising real estate prices, which promotes owners but can exclude part of the population? Nienke does not flee. “It is a phenomenon that we find everywhere in cities. What matters is not to make new luxury hotel stone’s throw everything inaccessible.“She quotes the last party. which took place this time on the rooftop the previous day:”It was open to everyone.“

Yes, VIP events can exist. “”But not only. That’s it, the key to a good gentrification: do not alienate yourself, do not lose the charm of your city.“And new luxury hotel stone’s throw then, she insists,”It also creates jobs. We have a big operational team here “. The message has passed.

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The free Eco goes to meet those who introduce Brussels to discover. In full growth, tourism in the Belgian capital generates a large number of jobs. Through anecdotes. their feelings, six actresses and actors in the field make us discover their daily lives in contact with tourists. Today, Assane and Nienke explain new luxury hotel stone’s throw how they sell the “The Standard” experience in the north of Brussels.