hospitalitystyle.com

(May 2009) posted on Fri May 15, 2009 EDT

Accor's Reimaging, Part 1: How PROOF injected some 'cool' into Novotel's design DNA.

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Founded in 1967, Accor's Novotel brand grew up at a time when standardization -- even in design -- was a welcome change for European road warriors tired of wondering whether that night's hotel would have an in-room phone and en suite bath. The promise of comfort and convenience put this straightforward flag on nearly 400 hotels in 59 countries. But in recent years, faced with competition from affordable lifestyle concepts, it was clear that no-surprise rooms weren't going to build rate or occupancy. That's when Accor called on PROOF Consultancy to infuse a new c-word -- cool -- into Novotel's DNA. 

David Morris, creative director, PROOF Consultancy, picks up the tale from there:

In 2005, Accor came to us with a commission to develop a series of exciting, progressive interiors that would enable Novotel to reassert its dominance in the four-star market. The company had seen the impact design was having on the marketability of niche chains such as City Inn (including PROOF's project, City Inn Westminster, named Best New Hotel Design in the 2003 European Hotel Design Awards) and the increasing competition from hip lifestyle hotels. Change was needed but, as a nod to brand equity, it wasn't needed overnight. We delivered the design evolution in three phases (to date), with each one styled as a progression from the last in an attempt to ease both the customer and client into the new look.

Our work started with an informal briefing and a tour of the current brand estate. From this, we produced an evaluation report and a scope of work. We began our plan with the idea that substantially increased guest participation in the public/ground floor spaces is the Holy Grail for modern hoteliers. A good number of guests is one thing, but having them all upstairs ordering room service does nothing to help create an inspiring hotel vibe. Operators need lively, busy public spaces and food and beverage (F&B) venues. We've all been there - the empty hotel bar or restaurant, wishing we'd stayed upstairs with room service and a movie.

NEW OFFERS ON THE DESIGN MENU

That inspired some of the stand-out features that anchor all phases of the brand's reimaging: new reception desk pods offering individual check-in points; the contemporary glass-faced bar counters and the TV Dinners concept offering individual dining environments (which was short-listed for The Innovation Award at Sleep 2007).