FAUBOURG21 || Inside the Brand Worlds of the World's Smallest Grand Luxury Hotel
WeWantMore unveils the brand identities for Faubourg 21, a new landmark in the Belgian capital that sets a bold new standard for luxury hospitality.
Positioned as ‘the smallest grand luxury hotel’, Faubourg 21 offers an intimate collection of just 20 meticulously designed rooms (interior design by Maison Sarah Lavoine) complemented by an assortment of experiences, including a fine dining restaurant, a brunch bar, a beauty salon, a speakeasy and a secret garden with sweeping views of the city. Beyond shaping the hotel’s overarching identity, WeWantMore also created the individual brand worlds.
Elegance in the Heart of Brussels
Located just steps from the Royal Palace and Brussels’ most celebrated art galleries, Faubourg 21 is more than a hotel; it is a statement. Conceived as a retreat from urban bustle, this distinctive townhouse embodies individuality, human connection, and timeless elegance, redefining hospitality as a haven of peace and well-being. WeWantMore was tasked with distilling this vision into a cohesive brand identity, capturing the spirit of discovery and layered storytelling.
At the heart of the Faubourg 21 brand lies a motif of ever-blooming discovery: a flower that unfolds with time, echoing both the 19th-century heritage of the building and its hidden interiors. The wordmark itself was designed to 'open up', much like the hotel doors, inviting guests into a world of carefully curated experiences.
Noisette: Playful Charm & Everyday Warmth
Noisette, the hotel’s all-day cafe, celebrates warmth and playfulness. Drawing inspiration from the café noisette, the identity turns the falling drop of milk into a central graphic device, dotting the ‘i’ just outside the wordmark for a touch of surprise. A bold red and white palette, paired with hand-drawn illustrations, channels nostalgic Brussels charm with a contemporary twist. Noisette’s design is made to feel inviting, lighthearted and personal.
Chaga: A Refined Retreat on the 4th Floor
Chaga, the fine dining restaurant perched on the hotel’s fourth floor, offers an entirely different mood. Named after the calming medicinal mushroom, Chaga is about slowing down and retreating from the city outside. A custom monogram—pressed into ceramics, fabrics and paper—functions as a quiet signature, while the muted palette and restrained typography embody refinement through simplicity.
Together, Faubourg 21, Noisette and Chaga form a trilogy of experiences – each with its own identity, yet all bound by an invitation to linger, indulge and embrace 'the great indoors'.
Photography: WeWantMore
