As from today, Brussels Airlines’ long-haul business class passengers travelling to Sub-Saharan Africa can enjoy a fully renovated Sunrise Lounge in the T-zone of Brussels Airport. With, among others, more seating, more sleeping comfort and a larger variety of quality food and drinks, the Belgian home carrier has responded to some of the apparent needs of its most valuable passengers.
Now Brussels Airlines has gone through a few iterations of design and positioning over the past decade. From the quirky surrealist sibling of the Lufthansa group to a full-service carrier and even at one point a low-cost carrier. It’s worked hard to try to find its sweet spot within the Lufthansa group. Our gut tells us, positioning it as a quirky, characterful and almost experimental airline within the Lufthansa carriers would work wonders, however, sadly the recent brand positioning seems a little ‘off the mark’.
However, The Sunrise Lounge, in the T-zone of Brussels Airport, seems to reaffirm our suspicions that the carrier is exiting survival mode and putting its stamp back once again as an airline that means business. The lounge has been completely redesigned to a more spacious and comfortable space. Gone are the big bold red and blue furniture elements, instead we’re greeted by a serene sea of natural materials and light.
On entering, the new lay-out draws visitors immediately to the bright main area with impressive views on the tarmac. Now being the lounge that most passengers will use before getting on board of a flight to a wide range of Sub-Saharan African destinations, there are cultural references a plenty. From trees in the main lounge area to stoneware plates in the buffet area, there are subtle touches of African influence everywhere.
It’s not just design though. A range of product features have also been introduced to significantly improve the comfort of the new Sunrise Lounge including a larger buffet area with a more substantial range of hot meals. Sustainabilty is also answered by the use of dispensers for water, beer and soft drinks much like Swiss’ lounges. (Naturally we’re talking Belgian beers here!) The airline has also created sleep areas for those connecting, and there are Grohe showers and restrooms for people to refresh.
There’s a touch of the local at play too. In the Sunrise Lounge brands such as Ethnicraft, providing the natural oak wood furniture, and Serax, for the tableware and decorative accessories, contribute to the relaxing and cozy atmosphere of the lounge. A wallpaper design inspired by one of the many impressive landscapes on the African continent hints to the main use of this lounge as a relaxing place before flying onwards to Africa.
“We are delighted to offer our passengers travelling to Africa a very premium and homey lounge that caters to the needs of long haul travellers such as rest and relax, good food and the possibility to work. Focusing on what really matters to our guests, we are proud of our new Sunrise Lounge. Moreover, this complete make-over highlights our strong and long-standing connection with the African continent,” states Dorothea von Boxberg, CEO, Brussels Airlines.
It’s not just in the lounge that things are improving… shopping and food and beverage opportunities will also be expanded with the review of the duty-free offer and a new café area. Thanks to the installation of a pharmacy vending machine, long-haul passengers will also have quick access to a number of basic medical supplies.
“We always strive to offer all our passengers an optimal airport experience and a wide range of options to relax, shop, or have something to eat or drink. Thanks to Brussels Airlines’ renewed Sunrise Lounge and the improvements that Brussels Airport is making in that area, passengers travelling from our T-zone can enjoy their time at the gate in an even more comfortable and convenient environment,” said Arnaud Feist, CEO, Brussels Airport Company in the press release.
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