The Standard, Brussels welcomes Paperboy Paris for a takeover of Double Standard

This spring, The Standard, Brussels brings a slice of Parisian cult culture to the heart of the city as Paperboy Paris takes over Double Standard.

Known for bridging food, fashion and contemporary culture, The Standard, Brussels continues its series of culture-led collaborations by welcoming one of Paris’ most recognizable brunch institutions into its ground-floor breakfast & lunch restaurant. Now, that unmistakable Paperboy Paris energy arrives in Brussels.

Nienke Verwer, Director of Marketing & Culture at The Standard, Brussels:
“At The Standard our mission is to blur the lines between hospitality and contemporary culture. Partnering with Paperboy Paris allows us to amplify that vision, bringing together food, fashion and community under one roof.”

"At The Standard we create cultural moments. Partnering with Paperboy Paris transforms our breakfast and lunch hotspot, Double Standard, into a dynamic playground where food, style and community collide."

Double Standard x Paperboy Paris: where food meets culture
At The Standard, Brussels food is never just food. It’s a platform for creativity and connection. With Paperboy Paris, that philosophy finds a natural counterpart.

Founded in 2014, Paperboy began as a small sandwich shop in Paris before evolving into a globally recognized hybrid concept blending coffee shop, streetwear label and creative platform. Known for its generous New York-style sandwiches with subtle Japanese influences, the brand has built a loyal following around comfort food, collaborations and community.

For this exclusive residency, The Standard team reinterprets Paperboy’s iconic dishes through a Double Standard lens. Expect stacked sandwiches, breakfast muffins, fluffy brioche buns and cult classics, alongside fresh ginger lemonades, specialty coffee and seasonal specials designed for that early-spring reset. Bold flavors. Soft breads. Crispy textures. Sauces that steal the show.

James Dridi, founder of Paperboy Paris:

“We’ve always loved collaborating with places that share our cultural mindset. The Standard, Brussels isn’t just a hotel, it’s a hub. This takeover allows us to connect Paris and Brussels through comfort food, creativity and movement.”

The collaboration goes beyond the plate
True to The Standard’s culture-driven DNA, the collaboration extends beyond the menu. On Sunday April 12, The Standard, Brussels partners with local running collective Cadence for an easy-paced community run open to all, starting and ending at the hotel. The finish line? A first taste of the exclusive takeover menu.

Throughout the residency, limited-edition collectible pieces — from a signature hoodie and cap to an exclusive run kit — will be available exclusively at The Standard, Brussels transforming the collaboration into something guests can experience, wear and take home.

Practical details 
Double Standard x Paperboy Paris
Timing: Weekend of April 10 - weekend May 1, opening hours?
Location: Double Standard, Koning Albert II laan 30, 1000 Brussels
Make a reservation here

Cadence community run + menu launch
Timing: Sunday April 12, 10am-12pm
Location: Double Standard - Koning Albert II laan 30, 1000 Brussels
Registration here 

More photos in the media galery.

About Paperboy Paris
Founded in 2014 in Paris, Paperboy is a hybrid concept blending a coffee and sandwich shop with an internationally recognized creative brand. Rooted in food and contemporary culture, Paperboy has built a distinctive experiential universe defined by generous comfort food, a warm atmosphere and high-profile collaborations with leading fashion and sportswear brands. What began as a neighborhood eatery has grown into a global creative platform producing international pop-ups, exclusive events, catering experiences and collaborative capsules.

Instagram: @paperboyparis

About The Standard
The Standard hotels are known for their pioneering design, taste-making clientele, and unrelenting un-standard-ness. Be it a city hotel, seaside resort, or rooftop bar, the goal of every Standard project is to defy convention, up the aesthetic stakes and create a cultural hub. The Standard, Brussels, takes up residence in the city’s Northern Quarter. Rising 28 stories and featuring 200 rooms and long stay suites, it’s a nexus of reinvention. Digging deep into the city’s most underrated qualities: music, fashion, contemporary art, technology and more. Double Standard brings a mash-up of American and Belgian bar food (and a top-notch beer list) to the ground floor, adjacent to the buzzing, mid-mod Lobby Bar. On the top floor, Lila29 — the rooftop restaurant & bar — offers spectacular views and generous shared plates with a bold, Iberian twist. Food and drinks bring together locals, visitors, and business travellers, while a curated calendar of events keeps the energy high. Beyond waffles and art nouveau, Brussels is one of Europe’s most international cities, teeming with diplomats and ex-pats of more than 180 nationalities. That global exchange of language, culture and ideas finds a new home at The Standard, Brussels. The Standard brand is now part of Hyatt’s lifestyle group and will soon join World of Hyatt. 

Website: StandardHotels.com/Brussels

Instagram: @thestandardbrussels

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