The Usual Rotterdam and The Usual Brussels are looking for artists who want their work to live somewhere real — seen daily, by real people, in spaces that were designed to make them feel something.
No theme. No brief. Just your work, in a place built for exactly this.
Who we are.
We create spaces that feel alive. Where design, culture, and community come together not as a concept but as an everyday experience. Art plays a key role in expressing who we are and how we make people feel. It complements our interiors and reflects our values, while always maintaining its own distinct voice. The belief that a hotel should give back to the neighbourhood it sits in, and that the most meaningful things happen when people are in the same room.
What we stand for.
Community over transaction.
We are not looking to fill a wall. We are looking to build something — a programme that connects artists with a daily audience of guests, locals, and people passing through.
Values over aesthetics.
We do not have a house style. What we do have is a set of values — curiosity, care, creativity, sustainability, community — and we look for work that connects with those, however that connection manifests. It does not need to be literal. But it should feel intentional.
Local with meaning.
We have two spaces, two cities, two different creative scenes. The art in each one should reflect exactly that — which is why we look for artists who are genuinely rooted in the city they live in.
Authenticity over polish.
We collaborate with people who mean what they make. Whether you are emerging or established, working in paint or pixels, the question we ask is the same: does this work say something true?
The spaces.
The Atelier — The Usual Rotterdam
The Atelier is our ground-floor social space in Rotterdam. Warm, lived-in, and deliberately designed to feel like more than a hotel lobby. Track lighting, timber floors, layered textures, plants, a library space nearby, a raised platform where guests have breakfast and locals catch up.
Art has always been part of this room. It anchors the space and gives it character. Work displayed here is seen every single day — not by a gallery audience who came specifically to look, but by the full mix of people who make The Usual what it is.
The U Bar — The Usual Brussels
In Brussels, the exhibition space sits within the walls in The U Bar area — our social hub in the heart of the city. A different energy from Rotterdam, but the same intention: art that belongs to the space and adds something to the people who move through it.
What we have done here so far.
These are the artists who have shaped what it means to show work at The Usual.
Picture it: «You walk into The Usual. Past the people, through the lobby, and there it is, your work, on the wall, lit properly, looking exactly as it should. Your friends are there. Your family. People you have never met who wandered in from the street or came down from their room. Someone stops in front of your piece for a long time. A conversation starts between two strangers who felt the same thing standing in front of it. There are drinks. There are bites. It feels like an evening worth being at. A few weeks later you come back: a small workshop, people from the neighbourhood, guests from the hotel. You talk about your process. They make something. The room feels different after that, in a good way. And your work stays up, anywhere from three weeks to a few months. Seen every day, by everyone who passes through. Long after the opening, long after the workshop, people are still looking at it. That is what we are building here. And we want you to be part of it.»
What we are looking for.
We want to hear from artists we have not found yet.
– Artists based in Rotterdam or Brussels
– Any medium: painting, photography, sculpture, textile, installation, mixed media, illustration, digital work
– Work that connects with our values: community, local identity, authenticity, inclusivity
– Your work should already exist in a physical or finished form (we are not able to sponsor the production of new work)
What we offer.
– Exhibition space free of charge, in the heart of Rotterdam or Brussels (duration agreed in advance based on availability)
– Promotion across The Usual's social media channels and network
– An opening event with drinks and bites (one-time event, limited capacity)
– The possibility to host a workshop or event for the community (to be discussed with the marketing team in advance)
How to apply.
Send the following to hello@theusual.com:
– 3–5 images of your work
– A short bio about yourself and a description of your work (creative process, materials, inspiration, motivation)
– Your name, location, contact details, and availability (please mention whether you are applying for Rotterdam or Brussels)
Questions? Write to us at hello@theusual.com.
