Brussels Airlines partners with Microsoft on new lounge concept


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Brussels Airlines ‘The Loft’ lounge concept
Brussels Airlines has partnered with a number of big-name companies on its new ‘The Loft’ lounge concept. For instance, Microsoft has supplied Surface Pro 3 tablets for passengers to use while they are in the lounge.

Brussels Airlines has unveiled its new lounge concept, which makes use of comfort, technology, design and Belgian gastronomy to create a unique airport lounge environment at Brussels Airport.

The design of the new lounge, which is called ‘The Loft’ and can be found in Brussels Airport’s A Pier, has been based entirely on feedback and interviews with frequent flyers. The lounge contains a total of eight different “hubs”, including a unique digital experience for which the carrier has teamed up with Microsoft and Designit, Europe’s largest strategic design and innovation firm. Thanks to the partnership, guests can borrow a Surface Pro 3, on which they can access the Brussels Airlines digital lounge assistant app, which enables them to book a shower room, view the availability of “nap boxes” or book a meeting room. Passengers can even use the tablet to watch movies via Telenet’s Yelo service while they wait for their flight.

The showers feature LED lighting and music that changes depending on the mood chosen by the passenger, the nap boxes provide a space to rest, and meeting rooms and work stations include furniture from Bulo. Service is also a central theme and the lounge hosts have received butler training to ensure they can offer hotel-style service to guests.

Among the many other highlights is the “Living” zone, which is based on the universe of Tintin, the character created by Belgian cartoonist Hergé, while a wide selection of Belgian foods and beverages are offered.

Lars Redeligx, Brussels Airlines’ Chief Commercial Officer, said: “With The Loft we illustrate once more that the experience of our customers is at the heart of everything we do at Brussels Airlines. This unique lounge concept positions Brussels Airlines as a qualitative trendsetter for a strenuous business audience, based on the best ingredients of Belgian hospitality and digital technology.

“We want to walk the talk, and showcase our new slogan “We go the extra smile”, both onboard as well as on the ground. Thanks to the talented people of Designit and our partnership with Microsoft, we didn’t only create a fantastic physical space, but also a unique digital experience in The Loft.”