WeWantMore delivers a future proof brand and interior design for CRAFT, a new Brussels hot spot for fine dining and drinks.
Close to Brussels airport and some miles from the Brussels city centre, Crowne Plaza Brussels Airport is already a reference for years. As of today, you can discover the brand-new concept CRAFT in the renovated restaurant of the hotel.
CRAFT had to become a unique and ownable experience attracting locals, business people and international travellers. The challenge expressed to WeWantMore was clear yet challenging since, in the Belgian culture, hotels are not often seen as places to wine and dine.
After a work session with the chef explaining his vision on CRAFT, WeWantMore defined what the brand is all about. The brand stands for a never- ending determination, crafting skills and meticulous attention to hospitality. It’s with those values in mind that the visual identity and interior was designed.
Inspired by the Brussels Art Nouveau heritage and the international atmosphere Crowne Plaza envisioned, an eclectic, crafted design language was born.
The bespoke furniture and lighting evoke the feeling of craftsmanship with artisan details and the feeling gets even more punch by the usage of natural and raw materials as wood, basalt, marble, wicker, concrete and copper in an eclectic ensemble.
Large, copper arch-shapes divide the open surface of the restaurant into distinctive areas with specific atmospheres. The dividers with fine shelves and a wicker inside are the perfect canvas for a curated selection of crafty decorative elements bringing the guests to all parts of the world.
The flooring is one of the masterpieces of the design. A meticulous precision was key to bring this pattern to life. The drawing, the cutting and the placement on site are all perfect proofs of genuine craftsmanship.
Najib, the hotel’s general manager, knew exactly how to trigger us when he explained that he wanted to get a lot more locals into the restaurant. Nothing more fun than challenging the status quo.
- Ruud Belmans, Creative Director Spatial Design, WeWantMore
The central bar area is defined by the large bespoke concrete bar with a manually shaped wooden countertop. The blocks of concrete were poured into a unique mould and were installed piece by piece on site.
The one of a kind copper chandelier above the bar is a genuine eye-catcher while still serving the needs of the bar tender functionally. The buffet counter, created in the same spirit as the bar, serves as a display of flowers in the evening, turning the place into an intimate restaurant.
The restaurant displays a moody vibe with several dimmed lighting fixtures and a cosy central booth area around the column. An array of mirrors brings in the beautiful park view.
An interesting range of seating options are foreseen, making the environment dynamic and catered to all needs and atmospheres.
The private dining is an intimate miniversion of the restaurant to be rented out for family dinners or business meetings.
Delicately upholstered private booths serve perfectly for business lunches or dinners. Leather benches tailor for larger groups together with an extensive yet intimate private dining room.
Comfortable lounge seating with a splendid view of the park or intimate seating for dinner for two, all options are present. Even the typical after-work apéro is possible
on the terrace on sunny days or at the high seats with tailor-made basalt tables around the central bar.
The brand identity equally inspired by the art nouveau heritage of Brussels reinforces the look & feel of the interior. As a central feature, the rounded arch shapes feel naturally connected to the space, making the whole picture work perfectly. Inspired by the knife’s edge, we found sharp lines that cut into soft, flowing shapes, which drove the design of the bespoke wordmark.
On the vibrant metropole Brussels outskirt, CRAFT caters to a very diverse public in a stunning interior while looking over a lush green oasis and a unique pond. One of a kind experience.
“There are three responses when you look at a piece of design, yes, no and WOW! Creating the WOW effect is the philosophy of WWM! WWM helped us
to implement our new Food & Beverage concept named CRAFT for which they were able to deploy their creativity and professionalism in order to succeed in their mission. whether from a graphic design or branding point of view they were able to illustrate in reality our aspirations. The space is just beyond stunning,
it came together so nicely and I have to commend everyone’s joint creative efforts to make it as magical as it seems to us. We truly enjoyed our collaboration and we will definitely get in touch with them for any future projects! “
Najib Arayer
General Manager, Crowne Plaza Brussels Airport
