Hotel La Grande Cloche
Concept, branding & architectural creative direction for a historical hotel in central Brussels
Sector — Retail + Hospitality + Sport
Built in the 19th century, La Grande Cloche is the Brussels oldest hotel still operating. In 2019, the new owners decided it needed a fresh new approach and therefore a massive refurbishment. We helped them by creating an authentic and surrealist experience.
We wanted, through this hotel, to represent a concentrate of Brussels. Not the touristy Brussels, but our own more contrasted Brussels. A place referring to local cafes, Brutalist architecture, and offbeat imagination.
Multiple moodboards and architectural drafts have been created to symbolize the hotel creative approach: a representation of Brussels as a creative and ethnic hub.
The architecture of the hotel offers a range of styles that define Brussels today: Brutalism and “wasteland-architecture”, Art Deco and Classic style, Antiques and Ethnic influences.
The rooms are spacious and contain objects found in Belgium and abroad. The structural elements of the building have also been kept and not masked.
The rooms are decorated with “Brussels-inspired-posters” : between surrealism and self-mockery.
La Grande Cloche is a unique spirit intended for a community inspired by the elements that surround them. We have also translated the authenticity of the place through elements of merchandising that are an integral part of the travel experience.
“Aleïop Das Proper” which means in Brussels dialect “There, its clean” is the name given to the shower gel. A mug and a set of clothes to the glory of Brussels are sold at the store.