Four design studios win race to bring Novotel’s new strategy to life

by | 04 Jun 2021 | Design

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.

Accor’s prolific midscale hotel brand Novotel has chosen four high-profile design partners to showcase its new vision of modern, 21st century style.

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.”

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