The Experience Floor: A New Era in Hospitality Design

Art Meets Functionality in Virserius Studio's Award-Winning Design

The Experience Floor draws its inspiration from Belgium's rich comic tradition, paying homage to classics such as The Adventures of TinTin and The Smurfs. This artistic influence is seamlessly integrated into the design, fostering a sense of creativity and novelty. The project's unique properties lie in its ability to instill confidence in Belgium's hospitality industry, which had been impacted by terrorist attacks. The unveiling of The Experience Floor also marked the 10-year anniversary of Bloom as an art hotel, further solidifying its standing in the industry.

Every element of The Experience Floor was meticulously designed by Virserius Studio, with art curation and consulting provided by Imaggo Production. Spanning 2000 square metres, the space is designed to encourage interaction, serving as a hub for guests to work, eat, meet, and play. The project, which began in January 2016, was completed in Fall 2016, with the space formally opening in November 2016.

The design process was not without its challenges. The hotel had sold event space based on the concept alone, resulting in tight deadlines. Moreover, the large, subterranean floors posed a challenge in creating a bright and lively atmosphere. Despite these hurdles, the team successfully delivered a design that is both visually appealing and functional.

The Experience Floor is more than just a meeting space. It is a testament to the power of art and design in transforming spaces and experiences. This innovative concept has not gone unnoticed in the design world. In 2018, The Experience Floor was awarded the Golden A' Hospitality, Recreation, Travel and Tourism Design Award, a prestigious accolade granted to creations that reflect extraordinary excellence and significantly impact the world with their desirable characteristics.

In conclusion, The Experience Floor is a shining example of how art and design can be harnessed to create unique, engaging spaces. It is a testament to the creativity and innovation of Virserius Studio and a beacon of hope for the future of Belgium's hospitality industry. The project serves as an inspiration for designers worldwide, demonstrating the transformative power of art in creating spaces that are not only functional but also deeply engaging and interactive.