Brussels Airlines extends The Loft at Brussels Airport in cooperation with Lexus

Following the great success of The Loft and the company's rising passenger numbers, Brussels Airlines increases the capacity of its Brussels Airport lounge and further improves the comfort for their highest tier customers. Business travelers remain an important part of Brussels Airlines' customer base. In order to offer the 1,500 Business Class customers and frequent flyers who visit the Loft each day a quality experience, Brussels Airlines has teamed up with Lexus to create an inspiring space with the highest standards in hospitality.

The Loft by Brussels Airlines and Lexus is a unique lounge concept at Brussels Airport, centered on comfort, technology, design and Belgitude. Since its inauguration in October 2014, The Loft welcomed more than 1.5 million travelers departing from Pier A at Brussels Airport.

Today the airline increases 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 offers also new innovative experiences, for which Brussels Airlines has partnered up with quality brands Lexus, Miele, Grohe, Corian and Dyson, who are experts in design, technology and innovation.

 “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 travelers remain an important part of our customer base; therefore we continue to invest in their comfort, working together with a partner like Lexus who is 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.
- ​ ​ ​
Christina Foerster, CEO Brussels Airlines


The additional 800m² include an open space designed and hosted by Lexus, showcasing 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. Omotenashi goes further than just meeting an individual’s needs; it is about anticipating them before they arise. Lexus ambassadors make sure guests are provided with the best possible service while they wait for their flight.

“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.”
- ​ ​
Tanguy Cartuyvels, Vice President Marketing at Brussels Airlines


Thanks to Corian Design Solid Surface, the ambitious vision for a seamless surface design of The Loft was turned into a reality and completes the entire atmosphere.

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. ​ 

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. Each artwork has a link to Belgium. A massage area completes the experience; thanks to Panasonic relax 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 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 the airline’s own customers, Brussels Airlines 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. The new Loft will open to the public at the beginning of June.

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About Brussels Airlines

Brussels Airlines is the home carrier of Belgium and one of the four network airlines of the Lufthansa Group. It connects the European capital from Brussels Airport with over 90 destinations, 18 of which are in Sub Saharan Africa. The company employs more than 3,400 people and operates 44 aircraft.

Brussels Airlines aims to emit 50% less CO2 by 2030 compared to 2019 and plans to be carbon neutral by 2050. The airline is participating in the Stargate Project led by Brussels Airport and is therefore part of the testing ground for sustainable aviation at its home base. In addition, the airline signed the Circular Economy agreement of the Antwerp Management School in 2021. The airline was the first to transport Sustainable Aviation Fuel (SAF) through the CEPS-pipeline connecting Brussels Airport early 2023. By end 2024, Brussels Airlines will have welcomed five state-of-the-art Airbus A320neo allowing the airline to significantly lower its CO2- and noise-emissions on its medium-haul network.

As an ambassador of its country, Brussels Airlines brings the world to Belgium and the best of Belgium to the world, among others through collaborations with Belgian Star Chefs, Belgian culinary products and the Belgian Icons, specially painted aircraft that honour a Belgian iconic person, team or event to promote Belgian culture worldwide.

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About Star Alliance

The Star Alliance network was established in 1997 as the first truly global airline alliance, based on a customer value proposition of global reach, worldwide recognition and seamless service. Since inception, it has offered the largest and most comprehensive airline network, with a focus on improving customer experience across the Alliance journey.

Overall, the Star Alliance network currently offers more than 17,000 daily flights to over 1,200 airports in 190 countries.

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Contact Zone General Aviation - Airport Building 26 1831 Diegem

+32 2 723 89 90