JOI-Design gives Ginger Goa a fresh look in Indian expansion
The Ginger Goa, boasting its new, friendly design and playful elements. (Photo: Ginger Hotels)
As the Ginger hotel brand grows in India, its Goa property gets a design overhaul by Germany’s JOI-Design.
We find out more.
JOI-Design on board for new look at Ginger
Taj Hotel’s former budget brand Ginger is getting a new lease of life in the lifestyle space as the Indian hotel group enlists German firm JOI-Design to bring its know-how from Hamburg to Mumbai.
Ginger currently operates 45 hotels in India, with a further 33 in the pipeline, so it was the perfect time to give Ginger a fresh new look before it embarks on a new phase of expansion on the subcontinent, starting with the Ginger Goa.
“The Indian hotel market has long been waiting for a budget lifestyle hotel,” says Gaurav Premchandani, CEO of JOI-Design India.
“Our intercultural teams have combined knowledge of European approaches to changing expectations with an analysis of the developing Indian hospitality industry. As a result, we have turned the idea of a traditional Indian low-budget hotel upside down and created a new Ginger brand tailored to the mature Indian travel market.”
Bold and colourful
The new Ginger properties’ concept is colourful and bold, exuding youthful energy while at the same time conveying professionalism and experience.
It is designed to reflect the confidence of India’s booming tourism industry, and Peter Joehnk, Partner at JOI-Design, says, “It’s a colourful, happy concept, with the theme of pure colours, linear structures and ‘tape art’, but also a regionally recognizable element near the reception, in the case of Goa, tiles, but not classical Portuguese style, but a ‘coloured translation’ specially-made for the hotel.”
Each Ginger property will be individually conceived of, making sure each hotel has a unique identity while still ensuring it is easily identifiable as a Ginger-branded hotel.
Fun and freedom
Where guests might imagine there are chairs, instead there are swings. There are lots of nooks and crannies in which to take selfies to post to Instagram, and the guest rooms are pared back in size, but still big on personality.
Communal work areas are designed to bring people together, and there are also creative elements such as loose guitars that can inspire guests to play a song and get other visitors engaged in a singalong.