Design Trendsetters Capri Fraser Expand Brand Footprint with Location in Berlin

by | Jun 29, 2017 | Design

As efforts accelerate throughout the global hospitality industry to meet increasing demand among millennial travelers, Frasers Hospitality, which is a division of Frasers Centrepoint Limited, is expanding its Capri by Fraser brand footprint into Berlin, opening a location there.

What’s especially noteworthy for those who are interested in hotel design is that during the construction of this property an archaeological excavation site was discovered by chance. This site will now be carefully preserved and showcased within the hotel through a glass floor. Swings will also be added above the excavation site, allowing guests to view the area in a playful and novel way. This dual combination of unique local character and a one-of-a-kind experience is one that millennials often crave while travelling.

The design will capitalize on the discovery of the archaeological site further with apartment décor that adopts the same approach as the swing – glass floor combo, juxtaposing signs of modernity, such as maps of current cities, with historical graphics of relevant iconic buildings. Atop it all, the Capri by Fraser Berlin will have a ceiling structure accented by rich gold and warm colors that create a convivial atmosphere, taking major inspiration from classic bygone architectural aesthetics.

While the discovery of the archeological site was, of course, total chance, it is fitting that it was the Capri by Fraser brand that came upon it. Using local history within hotel design is seen as desirable among millennial guests, and the Capri by Fraser is a brand that caters toward this younger, so-called e-generation, to which technology is in their DNA. Take for example its Spin & Play concept, which resists more traditional and expensive hotel laundry models to offer launderettes that have the latest gaming consoles. Guests at these properties also enjoy a 24-hour gym, as well as an all-day restaurant, bar and deli.

On the business side of things, the brand features meeting and conference facilities that are fully-equipped with state-of-the-art audio-visual capabilities, including interactive touch-screen panels and integrated whiteboard-projector features. The brand also takes pride in customizing authentic and unique local experiences for guests.

Capri by Fraser Berlin is conveniently situated in the heart of the German capital, providing easy access to many international organizations, cultural attractions and other popular tourist destinations. There are ample connections to public transportation in the vicinity, with the closest underground station located a mere 4-minute walk away.

Fraser Hospitality’s global portfolio, including projects in its pipeline, currently stands at 148 properties throughout more than 80 cities with over 23,600 keys worldwide. The Capri by Fraser brand is on track to expand to a total of 16 cities in the course of the next four years, including Leipzig, Shenzhen, Wuhan, Jakarta, Johor Bahru, Balikpapan, Kalkara and Gurgaon.


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