Brussels Airlines has unveiled a new 800sqm extension to The Loft lounge at Brussels airport, in partnership with luxury Japanese car brand Lexus.
The Loft was originally opened in 2014, and has now been expanded to 2,040sqm in size, with a total capacity for 500 guests.
Designed by Lexus, the additional space showcases objects from the Lexus design awards, and follows the traditions omotenashi, the Japanese concept of hospitality.
New features include a VIP area for HON Circle members, with a Miele kitchen offering “an array of the finest gastronomy”, a game room with a red velvet pool table, a Grohe spa with 11 bathrooms, private nap rooms inspired by the carrier’s forthcoming new long-haul business class offering, and a massage area with Panasonic relax chairs which simulate “the Shiatsu treatment available in the seating of the new Lexus LS sedan”.
With the aim of being “an ambassador for Belgium”, Brussels Airlines has also incorporated elements including historical items from the Tintin universe, food by Belgian caterer Newrest, coffee by family-owned company Rombouts, chocolates by Neuhaus, and beers from AB inBev at the Belgian Bar.
Commenting on the new space Tanguy Cartuyvels, vice president marketing at Brussels Airlines, said:
“Omotenashi fits perfectly with the Brussels Airlines mantra ‘We go the extra smile’. Customers are treated with the welcome and hospitality that would be given to a guest at home.
“Our guests spend a great amount of time in The Loft, 74 minutes on average, so it is important to provide them with a high quality service and to make sure they have an inspiring space to relax or to work before the flight.”
The Loft by Brussels Airlines is located within Pier A at Brussels airport – the carrier also operates The Suite lounge within Pier B at the airport.
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