nhow Brussels Bloom
Brutalism Reimagined Through Bold Contemporary Art
Why DNA Hotels Loves It
● A striking Brutalist landmark transformed into one of Brussels’ most creative lifestyle hotels.
● Vibrant interiors curated around original artwork by British artist Jessica Thacker.
● A bold fusion of industrial architecture, contemporary design, and artistic expression.
From Brutalist Landmark to Creative Destination
Originally opened in 1976 as the Hyatt Regency Brussels, the building remains one of the city’s most recognizable examples of Brutalist architecture. Its monumental concrete structure, strong geometric lines, and expansive glass façades have been carefully preserved, while the interiors have been completely reimagined as nhow Brussels Bloom. The transformation replaces corporate formality with creativity, turning the former business hotel into one of Brussels’ most expressive design destinations. It is no longer simply a hotel—it is a celebration of imagination.
Art at the Heart of Everything
Art isn’t decoration here. It’s the hotel’s identity. Working with British artist Jessica Thacker, known for her vibrant abstract compositions inspired by music and movement, nhow Brussels Bloom has become a living gallery. Her colourful works appear throughout the guestrooms, corridors, and public spaces, creating a visual rhythm that gives every floor its own personality. Rotating installations and curated artworks reinforce the hotel’s role as a creative platform rather than a static interior.
Industrial Design with Colour
The design carefully balances the building’s Brutalist heritage with a playful contemporary atmosphere. Exposed concrete, steel detailing, and strong architectural forms provide the framework, while bold colours, oversized graphics, warm lighting, and comfortable furnishings soften the industrial character. The contrast feels energetic without becoming overwhelming. Communal spaces function as creative lounges where guests can work, meet, relax, or simply absorb the constantly changing artistic surroundings.
Rooms Designed Around Creativity
The guestrooms continue the artistic narrative with clean contemporary lines and carefully curated interiors. Neutral materials and soft textures provide a calm backdrop for the expressive artwork, allowing colour and creativity to become the focal point without sacrificing comfort. Large windows flood the rooms with daylight, while modern furnishings and thoughtful details create spaces that feel fresh, functional, and inspiring. Every room reflects the hotel’s belief that design should stimulate as well as soothe.
A Hotel That Invites Participation
Rather than simply displaying art, nhow Brussels Bloom encourages guests to engage with it. Creative events, exhibitions, and cultural programming regularly animate the public spaces, making the hotel feel more like a contemporary cultural venue than a traditional place to stay. Whether working from the lobby, enjoying a drink, or wandering the corridors, guests become part of the creative experience itself.
Why It Works
nhow Brussels Bloom transforms one of Brussels’ boldest examples of Brutalist architecture into an energetic celebration of contemporary creativity. By combining expressive art, colourful interiors, and strong architectural character, it offers a hotel experience that feels immersive, original, and unmistakably modern. For travellers who appreciate design with personality, it’s one of the Belgian capital’s most inspiring places to stay.
