Brand development from future user typology to a self-serviced sustainable hotel
Apto Architects was tasked with the launch of a new hotel brand: Element. During the brand development stage we defined the future user typology, and programmed the public areas based upon their activities. Food & Beverage concept and even the menu are part of our design vision. This F&B concept is translated into the physical interior design, tailored for Element’s guests.
The Element brand stands for having a personal experience away from home. Targeting extended stays, the operation is self-serviced. Not only in the room, but also in the lobby guests can have a unique journey fitting their personal routine. Want a coffee at 3:00 AM? Work out after lunch? No problem. Nothing is mandatory, everything is possible.
The story of being ‘awake’ fits the extended stay perfectly on many levels, from simply how guests ‘wake up’ in the morning to how ‘awakened’ they are to environmental issues. Or more deeply; to their level of consciousness and the responsibility they take for their actions. To translate these values we’ve set up the following principles that are found in every zone of the hotel:
to destress & awaken the mind,
to make it personal and
to use technology and senses.
Apto segmented the space into four zones in the public area: the Oasis, the Club, the Lounge and the Studio. Each zone was designed to have its own unique aesthetic character, however, the same thematic design is carried across all spaces creating a united design that flows seamlessly from one into the other.
The most important intervention in the public zone is the space wide functional wall. Every service for the guest is available in the wall, but can be put away seamlessly.
The flexible studio space is a multi-functional room that can function as a gym, game night, cinema room or even event space for art exhibitions or meetings.
“ The Element brand name stands for being natural, unique, social, calm and above all; awake. With great long term and extended stay options, a visit to one of our boutique hotels will leave you feeling truly rejuvenated. Relax, refresh, connect. ”
