Brussels Airlines is increasing the capacity of its Brussels Airport lounge, The Loft, and is taking steps to further improve comfort for its highest tier passengers.
Since its inauguration in October 2014, The Loft has hosted more than 1.5 million travellers departing from Pier A at Brussels Airport. The airline is now increasing the size of The Loft, creating capacity for a total of 500 guests at a time. Brussels Airlines has also teamed up with a number of brands – including Lexus, Miele, Grohe, Corian and Dyson – to introduce new experiences in the lounge.
Christina Foerster, CEO of 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 travellers 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 additional 800sqm will include an open space designed by Lexus, showcasing objects from the Lexus design awards, allowing guests to discover the brand’s luxury lifestyle. The space is being been created following the traditions of “omotenashi”, the Japanese concept of hospitality and one of the core values of Lexus.
The new-look Loft will also offer an enclosed VIP area for HON Circle members (the highest tier in the Miles & More loyalty programme) 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 guests feel at 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 and each artwork has a link to Belgium. A massage area completes the experience, complete with Panasonic relaxing 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 a pool table concludes The Loft’s new experiences. The new-look, expanded Loft will open in June.
