Faubourg 21 is not the type of resort that flaunts its grandeur. Tucked inside a Nineteenth-century Brussels townhouse, it describes itself as “the smallest grand luxurious resort”, which turned the north star for Belgian studio WeWantMore as they constructed its model identification.
“That phrase actually set the tone for all the pieces,” says Kenny Smet, model designer at WeWantMore. “It is intimate but grand, luxurious however by no means showy. Faubourg 21 is not your typical resort; it feels extra like a non-public house.
“From the beginning, we wished the identification to seize that sense of exclusivity – one thing refined and understated that does not must shout.”
It is a becoming strategy for a spot that trades in ambiance relatively than opulence. The model is just not designed to dazzle on first look, however to disclose itself slowly, enhancing the sense of discovery for visitors.
The artwork of ever-blooming discovery
On the coronary heart of the identification is the poetic idea of “ever-blooming discovery.” It is a phrase that captures the expertise of stepping inside Faubourg 21, from the unassuming road view to the layered, intimate areas inside.
“Faubourg 21 reveals itself in layers, similar to the townhouse itself,” Kenny explains. “The ‘ever-blooming’ concept got here from that feeling of discovery, the place every area and each element provides one thing new.”
Hints of gradual revelation play out throughout the visible system, together with by way of a fragile flower motif that evolves throughout purposes, subtly altering type. The wordmark itself mirrors the opening of the townhouse doorways, “inviting you in,” because the workforce places it. The model was designed to reward consideration by way of quiet, crafted particulars relatively than apparent gestures.
A home of many worlds
Past the resort, WeWantMore additionally created the identities for its two eating places: Noisette, a playful brasserie, and Chaga, a refined fine-dining area. Every has its personal distinct character, but all three share the identical spirit of intimacy and care.
“We handled Faubourg 21 as a set of micro-worlds,” says Kenny. “Every area has its personal persona and ambiance, so every identification has to face by itself, however on the identical time, all of them must really feel like a part of the identical household.” Somewhat than counting on repetition, the studio drew on shared ideas — materiality, typography, and tone — to weave a thread of cohesion by way of each expertise.
Although invisible, that thread is unmistakable. Noisette bursts with heat and whimsy, utilizing vivid reds and light-hearted illustrations to specific the convivial power of a European brasserie. Chaga, in the meantime, takes a quieter route characterised by deep tones, minimal typography, and a tactile sense of calm that encourages visitors to decelerate.
“They’re two sides of the identical coin,” Kenny provides. “Noisette is full of life and social. Chaga is calm, sensory, and severe. What brings them collectively is similar sense of intimacy and care.”
The good indoors
One of many challenges for WeWantMore was shaping the ambiance of “the nice indoors.” The model extends to each touchpoint, from menus to signage to the texture of the supplies.
“Model design is not nearly how issues look,” they clarify. “At Faubourg 21, it is about how visitors really feel and transfer by way of the area. The model acts as a quiet information, serving to visitors make sense of the area and really feel at house.”
The strategy recognises design as a sensory expertise that may’t be separated from the bodily world it inhabits. “In a boutique resort like this, design can flip a keep into greater than only a go to,” they add. “Hopefully, it turns into a narrative that stays with you lengthy after you allow.”
Bridging heritage and modernity
There was additionally the balancing act of old-world structure with up to date design. Faubourg 21’s interiors have a good time the townhouse’s historical past with options corresponding to carved wooden, grand staircases, and ornamental mouldings, whereas nonetheless permitting for contemporary expression. The identical philosophy guided the model.
“We wished to respect the constructing’s historical past with out letting nostalgia take over,” Kenny explains. “The problem was discovering that steadiness, combining classical property in a up to date method. The model displays that very same strategy, creating one thing classical and refined however nonetheless contemporary and present.”
The result’s a timeless sensibility that’s each elegant and up to date with out feeling too ornate or chilly.
Past the floor
Faubourg 21 is little doubt tapping right into a broader pattern in hospitality model design the place luxurious is turning into each invisible and indispensable. Kenny displays: “What we’re most pleased with is how the model extends past a emblem or color palette to create a lived expertise.
“Design is not ornament; it is storytelling, temper, and emotion. When visitors can really feel the model with out seeing it, that is when design has actually finished its job.”
