Standard International has unveiled plans to make its Belgian debut with The Standard, Brussels. In partnership with real-estate investor and operator Befimmo, The Standard Brussels will form part of ZIN, the ongoing redevelopment project of the World Trade Centre towers 1 & 2 in Brussels’ Northern Quarter.

Slated to open in 2025, The Standard, Brussels will feature 180 guestrooms, 20 branded apartments, alongside a lush ground floor greenhouse and a spectacular rooftop, with bars and restaurants created for visitors and locals alike tapping into the city’s deep cultural community.

“This property is a perfect step for The Standard in Europe,” explains Standard International CEO, Amar Lalvani. “Once again, we will be completely and unexpectedly reinventing a property and transforming a neighbourhood. We can’t wait to surprise people and show them just how intriguing Brussels is and why we love it.”

Widely recognised as a pioneer in the lifestyle hotel sector for revolutionising the concept of innovative, immersive hospitality, The Standard is renowned for its successful placemaking, exemplified by The Standard, High Line in New York’s Meatpacking District and more recently the AHEAD award-winning, The Standard, London in King’s Cross.

“We are extremely proud to welcome The Standard in ZIN, this iconic brand fits perfectly within the vision we have for ZIN and will amplify the re-dynamisation of the Brussels North Quarter,” says Jean-Philip Vroninks, CEO of Befimmo. “Thanks to the mix of functions (offices, hotel, apartments and shared spaces), we will create a building where there will always be life, 24/7, with different users occupying the spaces at different times.”

This new project represents another landmark property as part of The Standard’s expanding global footprint. The group recently announced The Standard, Fitzroy in Melbourne and will launch The Standard, Hua Hin in November and The Standard, Bangkok Mahanakhon early next year.