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BEST INNOVATING CONCEPT LE MERIDIEN HUB CONCEPT LE MERIDIEN HOTELS & RESORTS WORLDWIDE

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Page 1: BEST INNOVATING CONCEPT - Hospitality ON€¦ · LE MERIDIEN HUB CONCEPT LE MERIDIEN HOTELS & RESORTS WORLDWIDE . LE MERIDIEN HUB Building further on the Arrival Experience and Coffee

BEST INNOVATING

CONCEPT

LE MERIDIEN HUB CONCEPT LE MERIDIEN HOTELS & RESORTS WORLDWIDE

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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.

BEST INNOVATING CONCEPT 02

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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

BEST INNOVATING CONCEPT 03

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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.

BEST INNOVATING CONCEPT 04

1 2 3

4 5 6

ARRIVAL ZONE

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BEST INNOVATING CONCEPT 05

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.

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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.

BEST INNOVATING CONCEPT 06

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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BEST INNOVATING CONCEPT 07

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.

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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.

BEST INNOVATING CONCEPT 08

COFFEE CULTURE ZONE

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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.

BEST INNOVATING CONCEPT 09

COFFEE CULTURE

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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

BEST INNOVATING CONCEPT 10

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BEST INNOVATING CONCEPT 11

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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BEST INNOVATING CONCEPT 12

EXAMPLES OF PRESS CLIPPINGS

REACTION AND PERFORMANCE

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BEST INNOVATING CONCEPT 13

EXAMPLES OF PRESS CLIPPINGS

REACTION AND PERFORMANCE

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BEST INNOVATING CONCEPT 14

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.

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ANNEX LE MERIDIEN BARCELONA « HUB » BEFORE AND AFTER

LE MERIDIEN’S CURATED ART APPROACH

BEST INNOVATING CONCEPT 15

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BEST INNOVATING CONCEPT 16

ARRIVAL ARTWORK: BEFORE

Dark colours

+ High density

+ Focus on door

= Difficult to see through and reduced impact

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BEST INNOVATING CONCEPT 17

ARRIVAL ARTWORK: AFTER

Lighter colours

+ Extension over the whole façade

= Higher-impact arrival art

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BEST INNOVATING CONCEPT 18

INSIDE ARTWORKS: BEFORE

No artwork

No correlation between the outside and inside

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BEST INNOVATING CONCEPT 19

INSIDE ARTWORKS: AFTER

Curated contemporary art in high impact areas

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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).

BEST INNOVATING CONCEPT 20

LE MERIDIEN CULTURAL CURATOR

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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.

BEST INNOVATING CONCEPT 21

LM100™ CREATIVE COMMUNITY

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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.

BEST INNOVATING CONCEPT 22

CREATIVE CLASS GROUP