BEST INNOVATING CONCEPT - Hospitality ON€¦ · LE MERIDIEN HUB CONCEPT LE MERIDIEN HOTELS &...
Transcript of BEST INNOVATING CONCEPT - Hospitality ON€¦ · LE MERIDIEN HUB CONCEPT LE MERIDIEN HOTELS &...
BEST INNOVATING
CONCEPT
LE MERIDIEN HUB CONCEPT LE MERIDIEN HOTELS & RESORTS WORLDWIDE
LE MERIDIEN HUB
Building further on the Arrival Experience and Coffee Culture, Le Méridien is
transforming their lobbies, mainly focused on check-in and check-out, into a social
gathering place called “The Hub”.
Le Méridien Hub is designed for creative minds, providing a space that promotes
dialogue, awakens curiosity and stimulates thinking through physical and personal
interaction.
Le Méridien Barcelona is the first hotel to implement the full hub concept and is now
used as a best practice in order to roll out this concept worldwide.
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THE HUB IS DIVIDED INTO 3 EXPERIENCE ZONES
ARRIVAL ZONE ARRIVAL ARTWORK
CURATED ARTWORK IN HIGH IMPACT AREAS
SIGNATURE SCENT
24-HOUR SOUNDSCAPE IN ELEVATOR
UNLOCK ART PROGRAMME
+ INTERACTION ZONE
UNIQUE SEATING ARRANGEMENTS
SIGNATURE STYLING
CULTURE TALKS « NEW PERSPECTIVE EVENTS »
+
COFFEE CULTURE ZONE SIGNATURE BAR « LATITUDE BAR »
ILLYCAFFE, GLOBAL COFFEE PARTNER
ANDREA ILLY, LM100™ MEMBER
FRITZ STORM, MASTER BARISTA AND LM100™ MEMBER
=
LE MERIDIEN HUB
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The „Arrival Zone‟ provides the initial impression of Le Méridien, setting a creative
environment through the use of art, scent and music giving the feeling of entering a new
world… “the world of Le Méridien” which stimulates curiosity and offers a new perspective.
This experience starts the moment the guest arrives at Le Méridien hotel, steps out of the
car, enters inside the hotel, checks-in or asks for advice at the concierge.
CURATED ARRIVAL ART (1)
The entrance to the hotel is transformed into a canvas to provide a unique arrival moment, which
resets the guests‟ minds, inspiring and enticing them to discover Le Méridien Hotels, through a visual
and sensory effect. Over 130 artworks, provided by eighteen up-and-coming and established
international artists, offer a surprising juxtaposition to the local environment of the hotel.
CURATED ARTWORK IN HIGH IMPACT AREAS (2-6)
Members of the LM100™ community have created works of art to continue the creative journey once
inside – from reception to concierge and beyond. Marcus Kreiss, founderof the international cable TV
station „Souvenirs From Earth‟ created a 24-hour video art installation, exhibiting emerging and
established video art. Richard Florida, founder of the Creative Class Group, and Jérôme Sans, Le
Méridien‟s Cultural Curator, curated books for the Hub library.
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1 2 3
4 5 6
ARRIVAL ZONE
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ARRIVAL ZONE
LM01™, SIGNATURE SCENT
Le Méridien has collaborated with scent designers
Edouard Roschi and Fabrice Penot, of the innovative
and high-end perfumery Le Labo, to design an “olfactive”
statement for Le Méridien Hotels, based on its core
values, engaging the guests‟ memories and emotions
through scent. The scent is cederwood based and
inspired by old books.
24 HOUR SOUNDSCAPE
Le Méridien Hotels has transformed the hotel elevator
ride from a predictable, mundane experience to
something engaging and surprising by incorporating the
24-hour soundscape composed by LM100™ member,
Henri Scars Struck.
KEY CARD ARTWORK
The key card becomes a piece of art in its own right.
Designed by LM100™ members and contemporary
artists: Michael Lin, Hisham Bharoocha, Sam Samore
and Yan Lei, the key cards form a curated collection of
artworks that are renewed regularly. These key cards not
only open your room but also provide access to local
selected institutions which have partnerships with Le
Méridien, allowing the guest to continue their creative
journey outside of the hotel.
UNIQUE SEATING ARRANGEMENTS The „interaction zone‟ encourages a variety of forms of socialisation with diverse seating
arrangements to allow for all, giving the hub a coffee-house style atmosphere. The hub offers
at its centre communal seating (a signature discovery table) which invites interaction for
individual travellers. Coffee-house style seating arrangements encourage conversation
between small groups whilst collective seating allows for larger groups.
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INTERACTION ZONE
SIGNATURE STYLING The styling approach shows Le Méridien‟s creative spirit. Art-
inspired styling elements stimulate the creative mind and inspire
interaction. Travel styling elements can range from unexpected
interpretations on travel and associated objects to alternative
views of the world and should always encourage the mind to see
the world in a new light.
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INTERACTION ZONE
To activate the Hub, Le Méridien‟s non-traditional approach of curated initiatives and
experiences in the world of culture is further enriched with „New Perspective‟ events, a
series of inspiring discussions around culture.
These events are designed for guests, local community and media alike featuring a key
creative figure on a given topic. These events can range from coffee tastings, to panel
discussions, to presentations on various topics around the arts, cuisine and culture.
Guests are given the opportunity to learn something new and gain a new perspective.
Le Méridien‟s associates are engaged equally into these events, having the opportunity
to also learn something new.
SIGNATURE BAR - THE ‘LATITUDE BAR’
The bar‟s naming is inspired by cartography – a key component of Le Méridien‟s
visual identity. The Latitude number of the bar stems from the hotel‟s local position
and hence every Latitude bar has a different number. If Latitude cannot be registered
in a country, it is replaced by Longitude.
The „Latitude bar‟ supports Le Méridien‟s Coffee Culture with a quintessential
espresso machine which builds on the creative atmosphere with signature coffees.
Each bar has a handmade espresso machine at the forefront, with signature coffees
served by specially trained baristas. Guests can enjoy local foods, with a coffeehouse
atmosphere by day and a wine bar setting by night.
An idea exchange zone is a mini installation that allows guests to learn something
about local food or beverages.
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COFFEE CULTURE ZONE
ILLYCAFFÈ, GLOBAL COFFEE PARTNER
Le Méridien‟s coffee culture allows the creative
guest to feel at home, to have the space to think
and socialise. Le Méridien has worked in
partnership with LM100™ member, Andrea Illy,
founder and CEO of illycaffè, so that guests can
enjoy the finest coffee. Andrea Illy believes coffee
has forever been linked to creative expression
and discussion and it is his mission to improve
coffee for both the industry and the consumer.
Under his direction Le Méridien guests are
inspired to discover a whole new world of coffee.
FRITZ STORM, Le Meridien’s Master Barista
A Danish-born World Barista Champion, LM100™
member, Fritz Storm aims to provide the world
with a better coffee experience, from the quality of
the coffee bean to the ambience and
surroundings in which the coffee is drunk. Le
Méridien holds regular barista trainings with its
bar associates in order to ensure the creation of a
perfect cup of coffee for all guests.
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COFFEE CULTURE
On the 23rd June 2011, Le Méridien held a series of events in New York to launch the
HUB concept.
A press conference was held, accompanied by an inspiring breakfast at LM100™
member and top chef Jean Georges Vongerichten’s restaurant the ABC kitchen. The
event was attended by 50 key media and a presentation was led by Eva Ziegler, Global
Brand Leader for Le Méridien Hotels & Resorts, Jérôme Sans, Le Méridien Cultural
Curator and new LM100™ members, Richard and Rana Florida.
10 top-tier media were
invited to a private lunch
at the Modern (MOMA)
with Eva Ziegler, Jérôme
Sans and the Floridas.
The day was rounded off
with « A New
Perspective » event with
Jérôme Sans and
Richard Florida held at
the New School.
HUB LAUNCH
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WHAT WAS THE TOTAL COST OF THE REALIZATION OF THE CONCEPT?
The pilot hotel for the HUB implementation was Le Méridien Barcelona and
transformation of the lobby cost $150 000. This investment will vary depending on
each hotel.
HOW MANY PROPERTIES ARE CONCERNED BY THIS NEW CONCEPT?
For the moment, the HUB is in the pilot scheme stage and will be rolled out
worldwide to all hotels next year. All new builds and renovations will automatically
create a HUB and current properties will adapt their lobbies.
REACTION AND PERFORMANCE
HOW DID YOU ASSESS CUSTOMER SATISFACTION?
N/A : this is currently being assessed as the HUB has only been launched this year.
HOW DID YOU ASSESS RESULTS AFTER THE REALIZATION OF THE CONCEPT IN
TERMS OF:
Feedback from the General Manager at Le Méridien Barcelona
“Regarding the financial aspect, yes we can say it’s a success and we are having
increases of 35% on blobby bar revenues. Mainly due to the F&B offer, display and
quality of the food and drinks we are serving.”
INVESTMENT AND IMPLEMENTATION
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EXAMPLES OF PRESS CLIPPINGS
REACTION AND PERFORMANCE
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EXAMPLES OF PRESS CLIPPINGS
REACTION AND PERFORMANCE
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AUTHENTICATION OF « LE MERIDIEN HUB »
2011 NEW LM100™ MEMBERS:
RICHARD+ RANA FLORIDA
The newly formed partnership with
Richard and Rana Florida, the founder
of the Creative Class Group and trend
gurus of the Creative Class, is an
authentication of Le Méridien‟s unique
strategy and initiative of the Hub.
Richard and Rana Florida have
curated content for the Hub Library in
order to harness creativity, giving
energy to each hotel (in addition to
Jérôme Sans, Le Méridien‟s Cultural
Curator).
For Le Méridien, it is the title and
content of the literature that is
relevant, so each book has been
carefully curated to provide a range of
stimulation and thought-provoking
literature for each hotel to choose
from.
Nb. Please refer to two book examples
in supporting materials.
ANNEX LE MERIDIEN BARCELONA « HUB » BEFORE AND AFTER
LE MERIDIEN’S CURATED ART APPROACH
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ARRIVAL ARTWORK: BEFORE
Dark colours
+ High density
+ Focus on door
= Difficult to see through and reduced impact
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ARRIVAL ARTWORK: AFTER
Lighter colours
+ Extension over the whole façade
= Higher-impact arrival art
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INSIDE ARTWORKS: BEFORE
No artwork
No correlation between the outside and inside
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INSIDE ARTWORKS: AFTER
Curated contemporary art in high impact areas
To ensure an authentic and relevant
approach towards the arts for its target
audience, the Creative Mind, Le Méridien
engaged for the first time in the industry
a Global Cultural Curator in 2006.
JEROME SANS is a non-traditional curator,
a cultural agitator and pioneer of
contemporary art.
Internationally renowned, he has curated
numerous major exhibitions around the
world and co-founded the acclaimed
contemporary art institution Palais de Tokyo,
Paris. From 2006 until 2007, he was Director
of Programmes at the Baltic Centre for
Contemporary Art in Gateshead (UK), and
he is currently Director of the Ullens Centre
of Contemporary Art, Beijing (UCCA).
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LE MERIDIEN CULTURAL CURATOR
LM100™ is a global community of creative spirits guided and supervised by Le
Méridien‟s Cultural Curator, Jérôme Sans. This family of international cultural
innovators, provide their creativity to make Le Méridien‟s guests experience engaging
and inspiring. The community will eventually expand to a total of 100 members who
will continue to transform Le Méridien Hotels into creative hubs and deliver new
perspectives to the creative guest. This community of talents currently boasts 27
members and 10 additional international artists.
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LM100™ CREATIVE COMMUNITY
CCG AND RICHARD AND RANA FLORIDA
The Creative Class Group (CCG), is a global
advisory services firm charting new ideas,
research, and strategies for regions,
companies, and associations, necessary for
competitiveness and greater economic
prosperity. Richard Florida is the founder of
the Creative Class Group, and Rana Florida
serves as CEO. As LM100™ Members,
Richard and Rana Florida validate that the
creative guest is not just a niche but a social
phenomenon and that through Le Méridien‟s
global portfolio, the brand is positioned in
creative cities, and appeals to this growing
Creative Class.
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CREATIVE CLASS GROUP