Yesteryear’s drive for (superficial) authenticity and (gimmicky) personalisation has evolved into a profound desire for more meaningful and joyful connections with our surroundings – the guests and the locals, the community and the neighbourhood. This is where the concept of Playful Luxury comes in. This concept focuses on leaving behind the traditional, often unapproachable image of luxury, in favour of a lighter, more engaging approach that prioritises human connection and memorable experiences.
Cardo takes its name from Ancient Rome’s idea of ‘the heart of the city’ and aims to build a portfolio committed to community and togetherness, mindfulness and introspection alongside a deep connection to local culture and context. A brand all about transforming traditional business trips into purposeful journeys that cater to the evolving needs of the modern global bleisure traveller by optimising corporate culture and nurturing personal wellbeing to create spaces and experiences that serve as platforms for collective knowledge and emotional intelligence. Designed to compete internationally, but connect locally, each property features unique identities and cultivates their own storytelling and experiences. First in Brussels, Rome and Paris, but with much more to come.
Something so deeply rooted in Belgian everyday life that we’d be foolish not to hero. We’re talking about a sort of spirited and satirical outlook that permeates every aspect of Brussels’ social and cultural life, from its famous comic strips, to its creative bureaucracy and back to its warm beer – ouch! This now also permeates the spaces and experiences that story the hotel. Always indulgent and inclusive, but seriously ‘not so serious’.
From the energetic use of colour and texture to the interactivity of art installations, we harnessed this satirical verve to create an atmosphere that finds space between the irreverence and self-expression of ‘shouldn’t have said that’, and the individuality and introspection of ‘say it out loud to see how it feels’.
The hotel’s very own in-house cartoonist studio where guests can get personalised caricatures or have their events (MICE or private parties) captured as memorable comic strips. Inside jokes or work shenanigans are now pen to paper and an one-of-a-kind travel souvenir, that has guests embrace their playful side and see themselves from a different perspective, fostering self-reflection and connection with others.