The Hoxton, Brussels

From Corporate Tower to Creative Landmark

Originally built in the 1970s as IBM’s European headquarters, this imposing 22-storey Brutalist tower has been completely reinvented as The Hoxton Brussels. Standing opposite the Botanical Gardens, the building retains its striking architectural presence while embracing an entirely new identity. What was once a symbol of corporate modernism has become a vibrant destination where hospitality, design, food, and creativity come together under one roof. The transformation perfectly demonstrates how great architecture can evolve without losing its character.

Brutalism Softened by Design

Ennismore’s AIME Studios approached the interiors with a deep respect for the building’s original architecture. Polished concrete, exposed structural elements, pink marble, walnut cabinetry, textured plaster, and geometric patterns celebrate the tower’s Brutalist DNA while introducing warmth and personality. Vintage Belgian furniture sits alongside lush planting that echoes the neighbouring Botanical Gardens, while colourful commissions by local artists Madeleine Schilling and Claire de Quenetain add energy throughout the public spaces. The result feels sophisticated, playful, and unmistakably Brussels.

Rooms with Retro Character

The hotel’s 198 guestrooms reinterpret 1970s design through a contemporary lens. Velvet headboards, brass detailing, graphic rugs, walnut furniture, and carefully chosen vintage lighting create interiors that feel more like stylish city apartments than conventional hotel rooms. Large windows flood the spaces with daylight, while warm shades of sage green, ochre, terracotta, and soft pink provide a relaxed residential atmosphere. Every room combines comfort with character, encouraging guests to slow down and settle in.

A Hotel Built Around Social Life

Like every Hoxton, the public spaces are central to the experience. The double-height lobby functions as an all-day living room where guests and locals naturally mingle over coffee, cocktails, or informal meetings. Co-working spaces, lounges, and regular cultural programming reinforce the hotel’s role as a neighbourhood gathering place rather than simply somewhere to sleep. The energy shifts effortlessly throughout the day without ever feeling forced.

From Lima to the Rooftops

Dining is one of the hotel’s highlights. Cantina Valentina serves vibrant Peruvian cuisine in a lively, colourful setting, while Tope, the rooftop taqueria and cocktail bar, delivers panoramic views across Brussels alongside tacos, mezcal, and sunset drinks. Together they give the hotel an atmosphere that remains lively long after check-in. It’s a destination locals visit as much as hotel guests.

Why It Works

The Hoxton Brussels is a masterclass in adaptive reuse. By transforming a monumental Brutalist office tower into a warm, design-led social hub, it captures the creative confidence of contemporary Brussels without erasing the building’s architectural history. Stylish yet approachable, nostalgic yet fresh, it’s one of the city’s most complete lifestyle hotels—and one of its most successful reinventions.