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Malmaison Hotels, the chic agitator

6 min reading time

Published on 06/11/05 - Updated on 17/03/22

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After a brief period within the group Rezidor SAS and the real estate group MWB, the chain Malmaison changed its strategy to shift away from the simple boutique hotel concept to embrace the sophisticated provocation of a clientele that can appreciate the difference.

In 2004, sexy and provocative posters abounded in Belfast’s streets and airport, and the same images graced the pages of local airlines. A young, refined and sensual woman wearing a mask invites: “I’m the best night you’ll ever have”. This original campaign announced the opening of the brand’s new...

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