RF Studio design for Novotel

Novotel moves away from being a standardized brand. Is this the future for the midscale segment?

By choosing four distinct concepts, Novotel will provide flexibility to its owning and franchisee partners, allowing each to choose and customize an ideal style that best suits the unique character of the destination. That sounds a lot like an independent hotel!

Novotel, the well-known midscale brand by Accor, one of the world’s biggest hotel companies, launches a new era of design with a global mix of leading designers and non-standardized style. It has teamed with four international design teams to bring the brand’s new vision of modern, 21st century style to the world. Following a worldwide design pitch, Novotel chose the concepts that will provide flexibility to its owning and franchisee partners, allowing each to choose and customize an ideal style that best suits the unique character of the destination.

“Novotel has embraced a new vision in terms of hotel design,” said Nadège Keryhuel, Vice President, Novotel Brand. “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 standardization, from check-in to check-out – a major evolution for the brand and a leading approach in the midscale segment.”

The brand’s new design partners exhibit a strong vision on the evolution of societal behaviour and recent consumer trends. During the new design strategy’s global call to action, design teams were invited to submit concepts that included a lively social hub that would appeal to locals as well as guests; and a modern, intuitive and ageless design that incorporates high-quality, sustainable materials.

The design teams and their winning submissions include:

RF Studio: adaptable, sustainable, easy to renovate, this concept delivers a homey 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. (rendering main picture)

Metro: modelled around Novotel’s of ‘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. The Sundukovy Sisters are also behind a DNA Hotels favourite, the Pullman Berlin Schweizerhof (Pullman is another Accor brand).

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.

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