Owners and franchisees of Accor’s Novotel brand will be able to select from four new design themes aimed at moving the brand from a standardised format to a destination-focused midscale leader.
The four winning concepts were selected from a pool of entries submitted as part of an international design competition aimed at evolving the Novotel style into a modern example of 21st century style. Each style offers a baseline template but can be customised by owners and investors to suit a particular destination or its local market.
Design teams were invited to suggest concepts based on a lively social hub which would appeal equally to locals as much as domestic, regional and international travellers. The brief issued by Novotel called for ageless and intuitive thinking, coupled with high-quality sustainable materials and for designs to reflect societal change and current consumer trends across each major region in which the brand was present.
The four brand designs selected include:
RF Studio: Adaptable, sustainable, easy to renovate, this concept delivers a homely feeling and unexpected atmosphere; guests are encouraged to discover a new way of hotel living and feel like they are at the heart of a village.
Metro: Modelled around Novotel’s ‘Time is on your side’, this modern design concept features natural tones and raw materials, inviting guests to enjoy a multifunctional and flexible space that evolves throughout the day.
Sundukovy Sisters: This concept blends business with pleasure and mixes well-being among unique ‘co-living’ spaces that embrace lively, social surroundings, current trends and timeless comforts.
Hypothesis: With a focus on reducing not only physical waste, but also reducing wasted space and time, this design concept allows guests to achieve the balance they seek during their stay.
Accor Global Senior Vice President of Design, Damien Perrot, said the company was inspired to build upon the strengths of innovation and excellence woven into the history of the Novotel brand.
“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,” he said.
“All the chosen designs responded to this request brilliantly, allowing us to re-interpret the way we design Novotel hotels around the world.”
Novotel Brand Vice President, Nadège Keryhuel, said the designs were a major evolution for the brand and a leading approach in the midscale segment.
“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.”
The new designs will be progressively rolled out across the Novotel network worldwide, beginning with properties in Thailand, Malaysia, Russia, Ukraine, Spain, Mexico and more.