Studio Loho’s Jonojé is Strange, Sculptural & Impossible to Forget.

Is it beautiful? Is it ugly? It’s definitely not ugly — but Jonojé, the new project from Belgian practice Studio Loho, pushes you out of your comfort zone in a way that feels thrilling.

In a former brush factory on the outskirts of Bruges, Studio Loho has opened Jonojé: a six-suite B&B that doubles as a showroom, gallery, photo studio and living space.

Calling it a hotel undersells it. This is a total concept—a listed building of more than 1,000 square metres, complete with a director’s residence and a 1,250-square-metre garden, where you literally step inside the world of the studio that made it.

And what a world it is.

Each of the six 75-square-metre suites carries its own atmosphere, built from a deep catalogue of materials and techniques developed in-house: organically plastered walls, freestanding ceramic shower cubicles, clay washbasins, and organic ceramic switches designed by Maison Kallis. The Roku suite leans into bamboo-slat structures, while cast floors elsewhere are decorated with graphic motifs made from clay residues—waste reimagined as ornament.

The real showstopper is the ceramic bathtub, moulded and fired from a single piece of clay. It’s the piece that put Studio Loho on the international map, and it captures exactly why the project resists easy labels. The whole place runs on a push-pull between the simple and the sculptural: moments of quiet respite, then a hard left into something gloriously strange. A long way from the comfort zone—and that’s precisely the point.

Studio Loho was founded in 2017 by Karel Loontiens and Jo Hoeven, who craft objects, surfaces and one-off pieces in their Bruges workshops, increasingly in collaboration with artists such as Sharon Van Overmeiren. Their pitch is longevity over disposability—beauty designed to be cherished for generations.

“We believe in a renewed vision of interior design,” say Loontiens and Hoeven. “The rooms of a home are no longer purely functional; they become canvases for expression—places of beauty and comfort… where form and function meet in harmony.”

Beautiful or ugly? Wrong question entirely.

[Images courtesy of Studio Loho. Photography by Tijs Vervecken.]