Changing Flights In Brussels? Wait In The Lexus Lounge

Lexus makes cars, and Lexus makes trucks. It makes hybrids and it makes sports coupes. Sometimes it even combines the two. But now it’s branched into another type of transportation. And it’s brought with it the upscale environment for which it’s known.

At the Brussels Airport last week, Lexus opened its own business-class lounge. It covers 700 square meters (7,500 square feet) within “The Lounge” – Brussels Airlines’ business-class suite – with room for 175 guests.

Once inside, visitors will find individual spa rooms by Grohe, Real Pro Hot Stone massage chairs by Panasonic, a Mark Levinson sound system, and more. Prize-winning items from the Lexus Design Awards are on display. Even the food and drinks menu has been carefully curated to complete the experience. And the whole environment has been designed to expand the environment we’ve come to know from the latest Lexus automobiles into a larger lounge space.

The Hub for Lexus in Europe

“With half a million international guests visiting Brussels Airlines’ Business Lounge ‘THE LOFT’ each year, Lexus sees this partnership for the LOUNGE by Lexus as a unique and exciting opportunity to bring its core brand values to a global audience, reaching beyond the automotive world,” said Lexus Europe chief Pascal Ruch. “This is a place where people can enjoy and get to know Lexus without getting behind the wheel of one of its cars.”

Why Brussels, you ask? That’s where Toyota and Lexus base their European operations. And to pull it off, Lexus partnered with Fitch – the same retail and brand consultancy that designed the marque’s latest European showrooms.