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Towards a de-standardization of the Novotel brand through new design concepts

At a time when new trends are emerging in the hotel industry, included flexible uses and a stronger commitment to sustainable development, Novotel, Accor's midscale brand, has joined forces with four teams of international designers to bring to the world its new vision.

Following an intense global design competition, Novotel chose four concepts that will come to life in Novotel establishments around the world. Thanks to them, Novotel will offer a certain flexibility to its owner and franchise partners, allowing everyone to choose and personalize the style that best suits the uniqueness of the destination.

“Our goal is to achieve a signature hotel experience, without standardization, from check-in to check-out - a major evolution for the brand and a leading approach in the midscale segment.” Says Nadège Keryhuel, vice-president of the Novotel brand

The concept proposed by RF Studio sets up living spaces, with different spaces in the lobby corresponding to the different moments of a stay. It is thought to be adaptable, sustainable and easy to renovate. The rooms are transformed with free-standing furniture, easily movable and replaceable.

"For our concept, we used the most rational approach possible, offering a base that allows us to adapt to all possible hotel configurations, regardless of the geometry and size available. To do this, we operated by scenography, like small theater sets, which occupy the entire space, within which are a set of services and uses.” Explain Frédéric Alzeari, Creative Director, RF Studio.

The Metro concept features natural tones and raw materials, inviting customers to enjoy a multifunctional and flexible space that evolves throughout the day.

The concept proposed by Sundukovy Sisters combines business and pleasure by mixing well-being in unique "co-habitation" spaces that offer a lively and social environment and current trends.

Finally, Hypothesis is based on an ecological and economic concept: by focusing on reducing not only physical waste, but also the loss of space and time, this design concept allows customers to achieve the necessary balance they search during their stay.

"The aim of Novotel is to be innovative, to listen to the needs of our guests, and to transform the hotel into a space of conviviality. Through this versatility, we listen to our hotel partners and allow each of the hotels to adapt to different concept configurations", underlines Bittor Sanchez-Monasterio, Vice-President Design Eco & Midscale Global, Accor.

Over the next few years, customers can expect to see these new designs appear in several Novotel around the world.

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