Faubourg 21 is not one of those hotels that flaunts its grandeur. Housed in a 19th-century Brussels townhouse, it describes itself as “the smallest luxury hotel,” and became the star of Belgian studio WeWantMore brand identity.
“That phrase really set the tone for everything,” – says Kenny Smet, brand designer at WeWantMore. “It’s intimate yet grand, luxurious but never showy. Faubourg 21 isn’t your typical hotel; it feels more like a private home.
“From the start, we wanted the identity to capture that sense of exclusivity – something refined and understated that doesn’t need to shout.”
The ever-blooming concept
At the heart of the identity is the poetic concept of “ever-blooming discovery.” It’s a phrase that captures the experience of stepping inside Faubourg 21, from the unassuming street view to the layered, intimate spaces within.
“Faubourg 21 reveals itself in layers, just like the townhouse itself,” – Kenny explains. “The ‘ever-blooming’ idea came from that feeling of discovery, where each space and every detail offers something new.”
The wordmark itself represents the opening of the doors of a townhouse, “inviting you in,” as the team states. The brand was designed to draw attention to quiet, masterful details rather than overt gestures.
A house of micro-worlds
In addition to the hotel, WeWantMore has also created the identities of two of its restaurants: the playful brasserie “Noisette” and the refined gourmet restaurant “Chaga”. Each has its own distinctive character, but they are all united by the same spirit of intimacy and care.
“We treated Faubourg 21 as a collection of micro-worlds,” – says Kenny. “Each space has its own personality and atmosphere, so each identity has to stand on its own, but at the same time, they all need to feel like part of the same family.”
Rather than relying on repetition, the studio drew on shared principles – materiality, typography, and tone – to weave a thread of cohesion through every experience.
Although invisible, the thread is unmistakable. “Noisette” oozes warmth and whimsy, with bright red and light illustrations conveying the cozy energy of a European brasserie.
Meanwhile, “Chaga” takes a more sedate path, characterized by deep tones, minimal typography, and a tactile sense of calm that encourages guests to slow down.
“They’re two sides of the same coin,” – Kenny adds. “Noisette is lively and social. Chaga is calm, sensory, and serious. What brings them together is the same sense of intimacy and care.”
The brand to every touchpoint
One of the challenges for WeWantMore was shaping the atmosphere of “the great indoors.” The brand extends to every touchpoint, from menus to signage to the feel of the materials.
“Brand design isn’t just about how things look,” – they explain. “At Faubourg 21, it’s about how guests feel and move through the space. The brand acts as a quiet guide, helping guests make sense of the space and feel at home.”
The approach recognises design as a sensory experience that can’t be separated from the physical world it inhabits. “In a boutique hotel like this, design can turn a stay into more than just a visit,” they add. “Hopefully, it becomes a story that stays with you long after you leave.”
The act of old-world architecture
It was also a balancing act between old-world architecture and contemporary design. The interior of Faubourg 21 celebrates the townhouse’s history with details like carved woodwork, grand staircases, and decorative moldings, while still maintaining a modern feel. The same philosophy guided the brand.
“We wanted to respect the building’s history without letting nostalgia take over,” – Kenny explains. “The challenge was finding that balance, combining classical assets in a contemporary way. The brand reflects that same approach, creating something classical and refined but still fresh and current.”
The result is a timeless sensibility that is both elegant and contemporary without feeling too ornate or cold.
Tapping into a broader trend
Faubourg 21 is no doubt tapping into a broader trend in hospitality brand design where luxury is becoming both invisible and indispensable. Kenny reflects: “What we’re most proud of is how the brand extends beyond a logo or colour palette to create a lived experience.
“Design isn’t decoration; it’s storytelling, mood, and emotion. When guests can feel the brand without seeing it, that’s when design has truly done its job.”
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