HOW DESIGN HOTELS BECOME TALENT SCOUTS
Everything was perfect, and this was the imperfect. My boyfriend and me were strolling through rooms where every detail would be in shape but somehow
no form was created.
We were dead set on dumping down ourselves in a cosy corner, to let loose and just be. But we did not find the spot where we would get this sense of the badly desired calm. And if you now wonder what kind of strange place I am talking about, let me tell you that the scene takes place in a carefully selected design hotel in Austria.
Lake, mountains, air, namely everything a stressed out metropolis soul needs, was close enough to be inhaled, but unfortunately the hotel did not manage to integrate the great potential out there in its inner life.
What do I want to say? DESIGN IS JUST DESIGN if it is not part of a concept that aims to one essential thing:
source: Mike Rhode
Create a movement in eyes, stomachs and hearts. Make people feel at home, inspired, excited or just relaxed. If it is not happening, it is not worth staying. And so we quit. Grabbed a car and drove over the mountains to search for a place which would fulfil our belongings. We finally found it at my sister’s holiday house in the hills overlooking the Lago Maggiore.
source: Automobil Art Gallerie
But let’s give it a thought.
The future of travel might be manifold, but one thing seems crystal clear to me. The eternal seek for experience is outperformed by a new desire rising in the heart of the discerning modern urbanist. Being kind of “over-experienced” through easy, you name it “digital”, access to all those information which asks to be turned into experiences, sometimes just for the sake of our personal scale on the daily dose of impressions. Anyway, being a serious experience hunter has today a somewhat moly taste, it means to be a little bit too hedonistic.
So what is the appropriate replacement? In my eyes, it is about DISCOVERING. It is about meeting something new and taking it back home. Sometimes this tiny new piece of your inner self is just the opposite of your daily routine. Sometimes it is the missing link to your identity puzzle. Whether you find new inspiration, more concentration, confirmation or the energy to leave things behind.
At the end it is always about discovering.
And being discovered. Believe it or not some hotels have talent scouting skills. They manage to evoke your potential. Through design but first and foremost through PEOPLE. And I am not talking about the services you are used to expect. I admit, I never dared to ask for it, but being a curious girl, I love to get in touch with inspiring people, to discover their lifestyle, their visions and how they tick. Therefore, travelling does not mean to me to be “crippled””. No way! Being released from the daily hustle and buzzle, I am ready to change my position. To get in touch with new stories, new people, new aesthetic experiences. And until now I often felt the hotel setting more as a “please just be…invisible” rather than an inviting context to communicate.
That’s why I got excited when, within a week, I stumbled upon two exciting signs of being understood. The first one came in the form of of Design Hotels’™, new campaign. I grabbed their corporate magazine New Directions at my favourite coffee place and not only my brand building genes would start rumbling.
“Made by originals”, so the name of the campaign, hit my nerve by opening up the curtain, which used to separate the outer face of their hotels from the much wider inner life of their brand. How? They are ZOOMING the spotlight on the motors of their design treasures: the people who create them. And it looks like they can choose from a wide selection of pretty extraordinary personalities and, of course, spaces.
source: Design Hotels’™
There it was: the first step towards my favourite DISCOVER travel. Opening up a dialogue by revealing something that is usually hidden for the target group called “guests”. Just because it has always been like that in the hotel market. Be kind, be mindful, be pampering but for any sake, DON’T INTERACT with your guests too much. A position, which I consider for people like me not really timely anymore.
For the results in moved pictures go here.
source: Design Hotels’™
Gosh, I would have loved to join them on their documentary trip through their empire.
source: Design Hotels’™
I swear here and now that I will turn it into my PERSONAL MISSION to follow up on this communication offer. My personal opening event will take place next week. Reading about a hideaway in the Alps, that is not (yet) a partner of Design Hotels’™, but which already lives the attitude of nourishing creative minds, namely was the second sign I mentioned earlier. I immediately booked a room in the two month old MIRAMONTE in Bad Gastein.
Having experienced a wonderful late summer weekend in its sister hotel HAUS HIRTH last summer, I now can’t wait to dig into the twenties design, dashing down the hills with my little snowboard without having to surrender the company of stimulation minds and design around me. I heard from friends who did spend some days here of evenings full of mind tagging conversation, whether it was with one of the hotel’s designer or the director of the local casino. The hosts aim to share their energy, their ideas and visions.