Four design studios win race to bring Novotel’s new strategy to life
Sundukovy Sisters, RF Studio, Hypothesis and Metro have triumphed in a global competition to radically rethink the design of Novotel’s properties around the world.
Novotel moves away from standardised design
Following what Accor describes as ‘an intense worldwide design pitch’, Novotel has decided that concepts by Sundukovy Sisters, RF Studio, Hypothesis and Metro have earned the right to be introduced to its properties internationally. The move is intended to help the brand move beyond a standardised approach and become a leader in the midscale hotel space.
Moreover, the fact that four distinct concepts have been selected will give owners and franchisee partners greater flexibility to pick and customise an aesthetic that best suits the needs of their particular location.
“Novotel has embraced a new vision in terms of hotel design,” said Nadège Keryhuel, vice president, Novotel brand. “We are excited to work with four outstanding design teams, who will help us creatively transform our hotels through a set of distinct visions of modern, premium hospitality. Our goal is to achieve a signature hotel experience, without standardisation, from check-in to check-out – a major evolution for the brand and a leading approach in the midscale segment.”
Concepts reflecting the latest consumer trends
According to Accor, Novotel’s new design partners ‘exhibit a strong vision on the evolution of societal behaviour and recent consumer trends across Europe, Latin America, Middle East, and Asia’. All candidates were asked to put forward concepts that featured a vibrant social hub that would appeal to locals as well as guests, plus an intuitive and ageless design utilising high-quality sustainable materials.
Sundukovy Sister’s submission blends business with pleasure and wellbeing with co-living spaces that embrace social gatherings, contemporary trends and timeless comforts. And RF Studio’s concept revolves around adaptability, sustainability and ease of renovation, delivering a homey atmosphere that encourages travellers to discover a new way of hotel living, while making them feel like they’re based in the heart of a village.
By contrast, Hypothesis’ entry concentrates on reducing physical waste as well as lost space and time, which should give guests a welcome sense of balance during their stays. And Metro’s proposal prioritises natural tones and raw materials, offering multifunctional spaces that seamlessly evolve throughout the day.
Novotel properties set to be revamped
The winning designs will now be implemented at various Novotel properties around the world. These include: Novotel Moscow Comcity, Novotel Victoria Island Lagos, Novotel Mexico City Insurgentes WTC and Novotel St Petersburg Airport (all Sundukovy Sisters); Novotel Canela (RF Studio); Novotel Phuket Naiharn, Novotel Johor Bahru City Center and Novotel Lviv Centre (all Hypothesis); and Novotel BH Savassi, Novotel Kinshasa, Novotel Vladivostok and Novotel Criciúma (all Metro).
“Novotel is endowed with strong brand characteristics and a history of innovation and excellence within the global hospitality industry,” said Damien Perrot, global senior vice president of design at Accor. “We were inspired to build upon these strengths, with the goal of continuing to offer the best guest experience amid the evolving expectations of locals and international travellers alike.
“We pushed the boundaries to conceive modern, intuitive design ideas, where the way we organise the space, the decor and every single object or element serves a specific purpose. All the chosen designs responded to this request brilliantly, allowing us to reinterpret the way we design Novotel hotels around the world. We look forward to writing the next chapter in the brand’s acclaimed success story and to taking Novotel to new heights in the years to come.”
Following the closure of Wilson Associates, two former members of its Dubai management team have joined forces to launch a new interior design firm, Etherington, McLaughlin & Associates. Co-founded by Tim Etherington and Iain McLaughlin, Etherington, McLaughlin...
We take a closer look at five hotels with inviting patios that successfully pave the way for guests to venture outdoors in our latest TOPHOTELDESIGN story. It is common knowledge that being outside reduces stress, releases ‘happiness’ chemicals in our brains and makes...
Sam Fox, who has opened more than 100 restaurants, is launching his first hotel with help from Nelsen Partners Architects, Berghoff Design Group and Judi Testani of Testani Design Troupe. Expected to open in autumn 2023, The Global Ambassador promises to combine...
Designed by Humbert & Poyet, Josun Palace, a Luxury Collection Hotel, Seoul Gangnam combines modern aesthetics with timeless Korean features. South Korea is celebrating the arrival of Marriott International’s The Luxury Collection to the country. A truly luxurious...
Gaelle Rioualen (left) and Gwendoline Theodet (right) Campbell House, an interior design firm, announces the opening of La Maison, a new studio in Paris, and welcomes Gaelle Rioualen, senior principal, management, and Gwendoline Theodet, regional director of business...
Our latest TOPHOTELDESIGN exclusive shines a light on the sophisticated urban aesthetic of the 2020-completed Gekko House, part of the Tribute Portfolio hotel collection. Aided by its fresh and fun concept, Gekko House has made an immediate impression on Frankfurt’s...
ABOUT THE CHAIN
Novotel is an international brand for business and leisure travellers, with hotels located in the heart of major cities, business districts and tourist destinations.