Brussels Airlines

The image depicts a modern cafeteria with a spacious layout. The ceiling features an artistic, abstract design with circular patterns. The lighting is soft and ambient, contributing to a warm atmosphere. There are multiple tables and chairs arranged neatly throughout the space, with some individuals visible in the scene. They appear to be either dining or in the process of obtaining food from the service counter at the back, which is staffed by personnel. The color scheme of the interior is neutral with wood tones and white surfaces, accented by blue lighting under the counter area.

Merging the best of physical and digital experiences into one aligned lounge concept, Designit and Brussels Airlines have set the benchmark for the premium ground experience within aviation.

The image shows an indoor reception area with an employee handing out a ticket to a customer across the counter under signs reading “THE LOFT” and “Lockers.” Another person is using lockers in the background. The faces of all individuals are pixelated for privacy.

During the pitch against traditional architecture firms, Designit developed a multidimensional concept with the notion of ‘the experience’ at the centre. What would turn a passenger’s stay from good to great? How could this exceptional experience create lasting business impact for Brussels Airlines? The architecture, interior design, technology, and service design are all individual components, but the experience is what connects them all, to deliver one strong brand performance.

The image shows the interior of a modern cafeteria with bright lighting. Several individuals are standing at the counter, possibly ordering or waiting for food. The space is furnished with light wood tables and white chairs, complemented by spherical pendant lights. The ceiling features a black wavy design that contrasts with the otherwise light-toned room.

The image shows a person with a pixelated face for privacy standing in front of an interactive digital display screen, pointing at a virtual keyboard on the screen. The display shows a map labeled “Sahara Desert” and several thumbnail images of various scenes, including people and animals. The interface includes a search bar and buttons for navigation, with one button labeled “Rechercher,” which is French for “Search.” — ‘The Loft’ at Brussels Airport is a game-changer for the passenger experience, merging the best of physical and digital experiences into one aligned concept. Expanding on the original scope of the project, ‘Connected Lounge’ is a comprehensive app that allows passengers to fully customise and interact with their stay, perfectly complementing The Loft’s many offerings. Each hub represents a different experience that guests can engage in within the lounge, and is the guiding principle behind the zones in the floor plan.

With Connected Lounge, Designit helped Brussels Airlines establish the perfect foundation for a strong business model in partnership with Microsoft, marking the beginning of a relationship that has a substantial business impact.

The image shows two individuals seated in an airport lounge with their faces obscured for privacy. The person on the left is holding a tablet and appears to be reading, dressed in a sleeveless top and orange shorts. The person on the right is partially visible, facing away from the camera, with only the back of their head and chair shown. In the background through large windows, airplanes from Brussels Airlines are visible on the tarmac.

‘The experience' is now the key strategy driver behind Brussel Airline’s future passenger focus, while The Loft has become a new benchmark for the premium ground experience within the aviation industry.

The image shows a close-up of a person’s hands holding a tablet. The screen displays an infographic or presentation slide with various elements including text, icons, and diagrams. The main title on the screen reads “REFRESHED” in bold letters. There are color blocks, bullet points, and a diagram illustrating some process or concept with arrows and abstract figures. The content suggests that the tablet is being used for educational or business purposes, possibly reviewing a strategy or learning material.

‘We are happy to have been able to work with the talented people of Designit, who have not only created a fantastic physical space, but also a unique digital experience, which is the first in the aviation industry.’

Lars Redeligx

Chief Commercial Officer at Brussels Airlines