When planning a city or business trip and booking a hotel, what do you pay attention to? Usually you’d pick a boutique hotel or an Airbnb over a hotel chain, since the latter just looks the same wherever you are in the world. You are looking for a unique experience. Oh well, that’s what we look for at least…
A challenge was born, how could we convince Park Inn to swap their strict brand guidelines for a unique experience and a new approach to the brand ‘Park Inn’?
“Design a surprising hotel and establish a link with its surroundings." That was, in short, the brief we started out with for the new Park Inn Hotel in Diegem. The new hotel is located very near to Brussels Airport. Those who travel, discover. That’s how we got stuck on the idea of ‘exploring’ rather quickly. It was our intent to take all visitors of Park Inn Diegem on a discovery expedition throughout the building at their arrival at the hotel.
The first thing that strikes you when arriving at Park Inn Diegem, is the huge wooden structure with lighting in the entrance hall, which is custom made by the way. The space is further decorated with high-end camping chairs, banana leaf wallpaper and… some wild animals (check out the bright yellow gorilla and crocodile).
We refer to the ‘explore’ theme through subtle hints in the decor. A vintage tuk-tuk, airplane, globe, suitcase and a bunch of souvenirs.
The hotel rooms are an adventure in their own right. Feel like chilling out in a hammock? With our guidelines you’ll hang it in three simple steps. Meanwhile, you might want to admire the sliding wall to the bathroom with a city plan of Brussels. The semi-transparent wall hides just about… enough. And did you notice the chairs? They are custom made as well, a type of camping chair deluxe. Rugged materials are integrated in the rooms as well: felt curtains with a leather trim, a leather bed runner, a wooden headboard, wood and leather coat stands, ... it’s all about the details baby.
Park Inn speaks to its hotel guests through quotes. We playfully implemented them in the entrance hall, the hallway and the mirrors in the hotel rooms.
So, what do you think? Surprising? The new look definitely pleased Carlson Rezidor. Their current brand manual will be reviewed and elements of the new concept will find their way to the new guidelines! To be continued…
