Honouring rock 'n' roll soul of the city

The Ostendian combines luxurious comfort with artistic and cultural soul

As soon as you sit down with Xavier Vercaemst, CEO of C-Hotels, and Dries Henau and Yuri Vandenbogaerde of The Brand Guys, you immediately feel it: The Ostendian is no ordinary hotel. This brand-new four-star hotel in Ostend's bustling SKY District exudes luxury, culture and an unadulterated Ostend vibe.

The Ostendian marks a new chapter for Ostend's hotel sector. After 25 years without new construction, C-Hotels and Real Estate Group Degroote joined forces to create a destination that honours the city. This is not a standard hotel: this is an experience, a place where the city and its visitors come together.

"We didn't want to create a standard hotel," begins Xavier. "Our goal was a destination in itself, a place where guests not only stay overnight, but really experience Ostend." 

Therefore, The Ostendian is not just a haven of luxury and comfort. It reflects the soul of the city: its rich history, creative energy and even its raw edges. "The Brand Guys have created a concept that reinforces Ostend as a destination," Xavier explains. "The hotel tells the city's story in a way that really touches guests."

The power of storytelling

The Brand Guys' creative signature is felt everywhere. "Our mission? To create a unique experience," says Dries. "We wanted to design a hotel completely intertwined with the city. Not standard luxury, but a destination you won't find anywhere else."

What really sets The Ostendian apart is its unique combination of storytelling and hospitality. It is a place where stories come together. "In hospitality, you get the chance to have guests with you for at least 24 hours," Yuri explains. "There are so many hotels nowadays where when you wake up you sometimes have to think about where you actually are, everything has become so interchangeable. The Ostendian had to be different: as an ode to its city."

This vision is woven into every detail of The Ostendian. From the warm welcome to the carefully designed spaces, everything is focused on creating lasting memories. "You want guests to leave feeling that they have experienced something special," adds Dries.

This premise led to four themed suites, each with its own story:

• Recording Suite: an ode to the city's musical soul, complete with karaoke, musical instruments and a recording studio.
• Red Light Suite: a playful nod to the Hazegras, with a dance pole, champagne bar and mirrored ceilings.
• Unwind Suite: a wellness experience referring to the tradition of thalassotherapy (seawater therapy).
• Herr Seele Art Suite: a fully hand-painted suite by Oostendener and artist Herr Seele - an artistic dream.

A place of the city

The Ostendian is not only ín the city, but of the city. "We wanted to create a place where both guests and locals feel welcome," says Xavier. The bar, with a retro 70s vibe and an illuminated dance floor, is a perfect example. "A place where Easterners love to come, with a touch of nostalgia and a lot of attention to quality."

The Ballroom, which serves as a breakfast room in the morning and turns into an event venue in the evening, reinforces this feeling. Concerts, book launches and even theatre performances take place here. "The hotel had to become a beating heart in the SKY District," says Dries. "A space that brings the city and its people together."

The coworking space completes the story. It offers locals and business travellers an inspiring place to work and connect. "This is more than a hotel. It is a meeting place for the whole city," Yuri stresses.

The soul of Ostend in 100 rooms

The way the hotel pays tribute to the people who made Ostend what it is today is an additional distinguishing factor. There are a hundred rooms dedicated to well-known and lesser-known Ostendians - an ode to the icons, artists and storytellers who have given colour to the city.

"Ostend's DNA is in every corner," Dries explains. "From the rich history to the raw edges, we wanted the hotel to breathe all that. Each room had to tell a story connected to the city. That way, you don't just sleep in Ostend, but experience the city in a personal and unique way."

To achieve this, The Brand Guys delved into the city's history and character. "We literally went through hundreds of pages of analysis to find the right balance. So it took us a while," laughs Yuri.

Moving with the city

The Ostendian lives with Ostend. During the Film Festival or a summer concert, the hotel adapts its atmosphere and decoration. "We want guests to feel that energy as soon as they step inside," says Dries.

The location, not directly by the sea, eventually proved to be an asset. "Because we are not a classic beach location, we had to put up something special," Xavier clarifies. "And that's what we did: a hotel that fills in a blind spot in the city. It offers four-star facilities, luxury ánd a soul, all accessible to a wide audience."

Here, every aspect is about connection. From the rooms that tell stories, to the spaces that bring locals and guests together - the hotel is built on Ostensian pride and creativity.

"The Ostendian can only exist in Ostend," Yuri and Dries conclude. "And that's what makes it so unique. It is a tribute to the city's rock 'n' roll soul."