Courage is something for those who worry.
Christoph Strenger, Design Hotel East, Hamburg.

How does a man look who is known to be a REVOLUTIONIZER within the hotel and gastronomy industry and who won prestigious awards like the European Design Awards?

I am trying to create a picture of Christoph Strenger, while I am waiting for him in the lobby of the East, a member of Design Hotels™. I will have coffee with Christoph, who together with his partners Roland Koch and Marc Cinius, founded the East. A Hotel that gives everything to NOT TO BE RECOGNIZED AS A ONE.

5 years ago, East was build to approach hospitality from a new angle. It was created to overcome the BARRIER local people feel when thinking of a „hotel restaurant“, a „hotel spa“ or even a „hotel cinema“ offered by a hotel in their very own city. At least in Germany, you would never go for dinner in a hotel restaurant. Too artificial, too overpriced, too empty, too CLOSED-DOOR.

But the nightlife scene in Hamburg did. Party people and gourmets entered the East. Had dinner in the Asian restaurant, were fascinated by star-architect Jordan Mozer’s narrative SIGNATURE DESIGN, partied in the three bars, watched movies in the private cinema, became member in the fitness studio and danced their butt off in the member nightclub on top of the roof.

Why did this happen? Maybe because Christoph Strenger raised himself with GASTRONOMIC MILK. In his early twenties he owned his first small restaurant and today, 25 years later, he is the head of Gastro Consulting Company which leads a whole bunch of restaurants, bars and gastro chains constantly working on new projects inspired by hospitality concepts found in all parts of the world.

Delved into my thoughts, I hardly notice the man approaching me, carrying a huge parcel full of flyers. At the very last moment, just before he smilingly stretches his hand towards me, I realize IT IS NOT THE MAILMAN. It is Christoph Strenger. Maybe his natural „DOER-SHIP“ is the secret behind his success story as an entrepreneur.

Christoph Strenger certainly did never plan to revolutionize the world of hospitality. He just did it. Following his instincts and the things he loves.

At the age of 22 he took some paper and a pen and created a list of his favorite activities. At the very top: „TO SLEEP IN“, followed by nightlife and people. So he took over the Brooklyn Bar, the place he was jobbing, just to found a little bit later the first Bolero, a bar and restaurant that today has 14 sisters. Strategy? Not really, it just felt right. And the further development into chain gastronomy paired with DESIGN GEMS like Herzblut at Hamburg‘s Reeperbahn seemed just logic to him. ACTION SPEAKS LOUDER THAN WORDS.

While I am listening to Christoph Strenger‘s way from the passionate barkeeper to the president of the Leaders Club Germany, I can‘t stop asking myself where his dauntlessness comes from. At the point we get to 9/11 which would almost BREAK his company and make his partner announcing to quit if they don‘t stop their newest project, the East, I just ask him: „Where do you get your courage from?“ An amazed impression slips over his face: „I don`t feel brave. Courage is for those who worry. I guess I just never did. All I do is to create something that I would love to have for myself.“ That is why he chose to live in the East although he could have picked every other city in the world.

Of course I am curious about his next beloved idea. And Christoph admits that time has come to do something NEW. What it will be, he does not know yet but it will come to him and he just will….do it.

MORE ARTICLES “The future of hospitality”:
Interview with Claus Sendlinger, CEO Design Hotels
The series kicks off

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AUGMENTED REALITY: THE FUTURE OF HOSPITALITY MADE BY CREATIVE MINDS

Claus Sendlinger about the future of hotels as happening places, the creative generation of hoteliers and his very personal vision for what is next in hospitality.

It is 11 o’clock in the morning and old barges pass the Spree River while I am jiggling on my design chair in Design Hotels‘ headquarter loft. In a moment I will meet my PERSONAL BRAND GURU: Claus Sendlinger, the head and founder of Design Hotels whom I always wanted to get to know just to get trailed away in his visions for one of my favorite topics: the future of hospitality.

Two hours later I leave his office, feeling like a travellette having done one of her best trips ever being accompanied by one of the most creative entrepreneurs.

Before I met Claus Sendlinger in person, I touched the spirit of Design Hotels twice. One was somewhat disappointing, the other pretty inspiring. In case you should not know, Design Hotels™ is an international lifestyle brand that curates a collection of member hotels, which are very carefully selected. Last year 400 hotels did apply, 25 made it under the umbrella of the brand. All of those have an asset. And this is NOT JUST DESIGN. According to Claus Sendlinger “design is no competitive advantage anymore it is a minimum requirement.“ What made those hotels great enough to be supported by Design Hotels are the creative entrepreneurs behind them. The hoteliers.

Design Hotels is scanning the hospitality world for the „most creative, passionate and authentic minds“. They kind of look for hoteliers who love to admit: „at the end of the day we are all crazy“ (quote Emanuele Garosci in „made by originals“). And craziness means to live for the creation of “touching” spaces and services. Hospitality experiences that evoke your very personal potential, scooping the power of the country you are in.

Claus Sendlinger is the pulse maker of this spirit. He is niche and a global brand rolled into one. In his 20ies he rocked the Air Force’s PR department, travelled the world in between, engaged in PR for the nightlife scene, bought a travel agency with 23, led it to success with three of his homies and a charming old lady and was always ON TOP OF THE TECHNO AND SNOWBOARD CROWD.

Later he brought nightlife and travelling on a whole new level by organizing raves in ski areas and providing brands with parties that would always differentiate by design. With the openings of the one of the first design hotels in Paramount, Claus Sendlinger would become even more connected with the mover and shaker of the design scene and 1987 finally decided to launch a creative travel agency: COORDINATES, which six years later, would turn into Design Hotels™.  Soon the agency represented some of the coolest hotels in NYC, L.A., Paris and London. Do I need to say that their owners were mostly creatives out of the music and design scene?…

Here we go: We are facing a creative entrepreneur at its best. So I took my chance, put on my creative classy glasses and went to interview Claus Sendlinger about the future of hotels as happening places, how his company creates touch points for creative class people and about his personal idea of WHAT IS NEXT. Enjoy!

ABOUT THE CHALLENGE OF OFFERING HOSPITALITY FOR “GLOBAL NOMADS”

Claus, travelling means to me, “finding new triggers for different experiences”. What is your target group, the „global nomad“ seeking?
Since taste has become so diverse, staying in a hotel is more about „MOMENTS“ than about a design experience or a location. There is no „my favorite hotel“ but „my favorite moment“ which happens in very different ways in very different hotels. The more intellectual and forward thinking someone is, the more he has a mind of his own. Don‘t try to heavily convince him of your hotel. Those people want to discover or maybe stay at a friend‘s place. They don‘t want to be tourists but participants in a global world.

What do you think your guests of choice expect from today‘ hotels?
Today forward thinking people expect more from the creative product than just the hardware, the aesthetic room. You easily eat one‘s fill with design and creative class people are swift to leave anyway. They are always looking for the upcoming COUNTER CULTURE of an actual movement.

ABOUT HOTELS AS HAPPENING PLACES

I love hotels for their potential to hook me up with pulsating people. How does Design Hotels realize this potential?
We sometimes challenge our hoteliers by asking: „Do you build your hotel for the transient passenger or for the locals? And where do you draw the demarcation line? Is it in the lobby? At the spa or at the restaurant? Is this a house or a happening place?“
The answer always depends of the very specific setting of a hotel. It is about the property and the district and the design. The later is always the catalyzer and the architecture needs to embody the hotel‘s soul.

Tell me, where is this successfully happening?
Hmmm….the Roomers in Frankfurt is such a place. The two hoteliers Micki and Alex are the local chiefs when it comes to party. They do amazing parties in their own hotels and the guests draw the guests.

What do you think of the idea that hotels become modern saloons?
Once upon a time, the Grand Hotels’ teatime was the DJ of the 19th century. Guests would define themselves by the hotels they lived in. The aristocratic class would not travel the world but the hotels. YOU WERE WHERE YOU SLEEP. Then mass tourism and hotel chains arrived.

So there is no modern translation for the old Grand Hotels?
Until now…Design Hotels is establishing the modern version of those old saloons. Just now, we are planning, in co-operation with TheCrane.tv, worldwide „CONVERSATIONS“ where we invite experts and celebs out of design, art, architecture and fashion as well as entrepreneurs and selected media. Thereby we focus on millennials between 25 and 32, people like you.

Besides those events, how do you get cool locals wowing for Design Hotels?
It is definitively not the event. It needs to happen organically. People should love to meet here because they like the atmosphere, the people, the place.  That is how it happens in hotels everywhere in the world.
Design Hotels plans something like that in Berlin. At different locations with different concepts. We think about an open door concept including an aesthetic powerful space where you can work and talk…

ABOUT THE CLAUS SENDLINGER VISION

I consider you as a very visionary creative entrepreneur. What is in your mind, you haven‘t realized yet?
A lot…but do I want to talk about it now?
Having always been the consulting part, I would love to create my own hotel. Here in Berlin.
Beyond that I think of a completely new definition of the leisure experience or let‘s call it „CHICK SHACK”. So far, all I see is so NOT right. It does not match the real needs. All those concepts seem to just copy successfully implemented models. Nobody really tracks the zeitgeist and the change of needs and translates it in a new product.

So what might this new product look like?
My topic is the aesthetic room, which doesn‘t necessarily need to be covered with buildings. Why not just cover it with plants? In my eyes all existing spaces today are way to expensive as it is far too much „SIGNATURE DESIGN“.

What is the alternative?
Design should be defined by the atmosphere of its surroundings. The last thing an urban guy who travels the mountains needs is a Barcelona chair. He needs a walnut and an apple served on a clean wooden plate. Design should make you INHALE THE COUNTRY you are in.

Thank you Claus.

MORE
The series

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This week I will launch a new series, which will take you straight to the creative minds behind some of the coolest HOSPITALITY CONCEPTS. I will introduce you to hoteliers and designers who love to admit „at the end of the day we are all crazy“ (quote Emanuela Garosci). What I want to reveal is their very PERSONAL WAY into hospitality, their view on CONTEMPORARY HOTEL CULTURE and their opinion about hotels as HAPPENING PLACES.

The idea for this series occurred to me when I did an INTERVIEW with Claus Sendlinger, the Founder and CEO of Design Hotels. Our conversation inspired me to take MY FASCINATION for thoughtful hospitality concepts and my love for creative entrepreneurs one step deeper than just enjoying it as a guest.

Hotels would always fascinate me. In my eyes, they are the smoothest way to get everything I love in one place: aesthetics, architecture, cool people and space to play: the morbide intellectual aka Thomas Manns „Zauberberg“, the smart „big in business“ lady, or the creative talent who would inhale design, architecture and people and create a new product out of it.

With this project, I follow up my first date with the hospitality industry 16 years ago. An internship in a four star hotel in Stuttgart was expected to build my way into a SPARKLING hotel future… But at the end of this tough week I knew two things: I wasn‘t made for getting up at 5 and I would rather explore this perfect playground with a certain distance…

Today, being the proud owner of the perfect exploration tool called Miss Creative Classy, it is time to get started. The series will kick off this week with one of my most interesting conversations ever: Claus Sendlinger in a NEUE KREATIVE KLASSE interview.

Love to have you with me.

INTERVIEW MIT CLAUS SENDLINGER

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Wir möchten Euch gerne zu unserem ersten MIRAMONTE Sommer-Wochenende in Bad Gastein einladen. Frei nach Ike´s Motto „ Big Family Life“ wollen wir mit Euch feiern … genießen … Abenteuer erleben … Pläne schmieden. Übernachtung & Verpflegung gehen auf uns! Ihr seid dafür unsere Darsteller, Interviewpartner & Brainstormer…

MIRAMONTE Macher

Zuerst dachte ich: oh SCHÖN! Dann grummelte ich: dafür könnte ich eigentlich locker einen Beratertag im Wert von 500 Soya Capucchino ansetzen. Dann schämte ich mich. Und dann telefonierte ich mit dem Miramonte Team, machte noch einen kleinen Deal und sagte zu.

Es kann ja nicht angehen, dass ich auf Miss Creative Classy voller Inbrunst SPRÜCHE absetze wie “Teilen ist das neue Geben” oder “Kreativität ist die neue Wirtschaft und Kollaboration der Schlüssel” und so weiter und dann die alte Kapitalistenschlampe raushängen lassen. Zudem freu ich mich sehr diesen Ort und das Hotel so schnell und unverhofft wiederzusehen.

DAVON ABGESEHEN MAG ICH DEALS, die diesen “Tausche Eier gegen Milch” Faktor haben. In Berlin ist das ja eine durchaus gängige Art sein Leben zu bestreiten. Ich zum Beispiel überlege gerade, wie ich meinen YOGALEHRER überzeuge, mir Privatstunden gegen eine kleine feine Markenpositionierung angedeihen zu lassen…

Und falls jemand von Euch in nächster Zeit heiraten mag, hier wäre das Kleid dazu zu haben:

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Das erste, was uns begegnet, als wir uns durch die Lobby des Hotel Miramonte bewegen sind HORNBRILLEN, die uns, versteckt hinter riesigen Blumenarrangements, neugierig anschauen und freundlich zublinzeln. Mir schiesst ein “krass, hier is es wie in Berlin” durch den Kopf. Und das wollte ich ja auch. Aber im ersten Moment ist der Kontrast zwischen den mächtigen Bergen, der morbiden Bäderarchitektur da draussen und dem urbanen Style hier drinnen doch ganz schön heftig. Aber gut, wir kommen klar, tätscheln den Hund, freuen uns über die reizende Begrüßung des Empfangs und fläzen uns erstmal in die Lounge, die bereits mit hübsch anzusehenden Großstädtern garniert ist.

Mal sehen, wen wir so kennenlernen. Den sleeken Architekten aus München? Den Dior-Mann aus Hamburg? Oder doch lieber diese Gruppe da an der Bar….die mich latent an die GREY ANATOMY Crew erinnert (sowohl was die Optik als auch die Gebaren betrifft, äußerst unterhaltsame Sache, das!).

Aber dann kommt es doch irgendwie anders. Wir geben uns drei volle Tage lang das Miramonte Komplettprogramm. Wir schlürfen fleissig After-Ski-Käffchen in der Lounge, schwitzen in der Sauna mit wechselnder Besetzung, belauschen dabei höchst spannende, wenn auch im Saunakontext leicht fragwürdige Intimgespräche. Robben uns im Miramonte Spa von der Massageliege zum Aveda Body Scrub und wieder zurück. Rasen zwischendurch die Berge mit den Skigeräten hinunter, ignorieren tapfer dessen Folgen und erscheinen Abend für Abend und (natürlich!) jeweils im neuen Outfit zum 4-Gänge-Dinner.

Das alles tun wir nur für uns und gleichzeitig mit allen anderen. Es ist so ein bisschen wie im Prenzlauer Berg, wenn Sonntagabends genau die Filme ausgeliehen sind, nach denen man gerade greifen wollte oder wenn man, lange bevor es an die tatsächliche Umsetzung der Kleinfamilie geht, beschließt ganz sicher KEINEN BUGABOO Kinderwagen zu kaufen.

Die ESSENZ hieraus? Es ist total komisch, sozusagen mit seinem sozialen Spiegelbild konfrontiert zu sein, das exakt dieselben Dinge tut, die man ebenfalls gerade tut und welches dabei, genau wie man selbst, vorgibt völlig darin aufzugehen (schwitz, schwitz, entspann, entspann, scan, sacn durch die neusten Magazine etc.). Währenddessen aber konstant und unübersehbar zu einem rüberlinst und sich, übrigens natürlich genau wie man selbst, fragt, was wohl das Wesen da im weissen Frotteemäntelchen so im richtigen Leben tut und wie es wohl wäre, wenn man sich in Berlin/München/Hamburg auf der Strasse treffen würde.

Das alles ist ein bisschen SCHIZOPHREN und doch amüsant. Nach drei Tagen allerdings changiert das Ganze, zumindest für mich, ins Angestrengte und ich bin mir nicht sicher, ob es nun an uns liegt oder einfach in der Natur des Großstadtmensch, dass es so schwierig sein kann, ein sympathisches Lächeln über den Loungechair oder auch wahlweise die Spaliege schießen zu lassen. An den Hausherren liegt es jedenfalls nicht. Die haben gut zu tun, ihre feierwütigen Gäste bis sechs Uhr morgens an der Bar zu entertainen.

FAZIT: Mission ENTDECKUNG geglückt, Mission KOMMUNIKATION abgebrochen. Aber Einiges zum Thema INSZENIERUNG gelernt….

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Dass Bad Gastein morbide ist, das wusste ich bereits. Die alte Bäderarchitektur, die einst das mondäne Leben in den Gasteiner Bergen barg, hat sich mir schon bei meinem ersten Besuch in die Netzhaut gebrannt, so gebannt war ich damals von ihr. Und sie war es auch, die mich hat wiederkommen lassen. In diesen Ort, für den der Begriff SKIORT definitiv ein unpassender wäre.  Als ich am Sonntagnachmittag fast ganz allein, durch die steilen Strässchen wandere, ist kein Skischuhgestapfe zu hören, sind keine schreienden Kopfbedeckungen zu sehen (ja genau die mit den Elchöhrchen links und rechts), kein Piz Buin Sonnenöl zu riechen und keine einzige Pommes meets Jagerteeversuchung zu schmecken.  Stattdessen begegne ich in diesen zwei Stunden einem Kaleidoskop. Bad Gastein versteht es auf alten Mauern Farben blühen zu lassen, die man erst beim genaueren Hinsehen entdeckt. Ist man soweit, könnte man stundenlang auf Farb-Entdeckungssafari gehen. Aber genug für heute, die Sauna ruft und soll nicht ignoriert werden.

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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:

touch.

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.

source: Miramonte

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.

I am ready to give something back.

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Nein, nicht Haareschneiden, sondern Street Style selber bauen. Wenn man so möchte, haben die Macher des gerade gelaunchten „Cut – Leute machen Kleider“ Magazins die Bedienungsanleitung geschaffen, um zum beliebten Linsenobjekt für all die Streetstyle-Fotografen-Hasen in Deutschlands, sagen wir mal “größeren Städtchen”, zu mutieren.

Die Cut Redaktion surft dabei auf der aktuellen Welle der Style-Individualisten und macht aus Rezession eine Business Opportunity. Das Mantra „In these hard times – dress up. Do it yourself!“, gehört bei Vivienne Westwood, wird in ein schickes Print Outfit gepackt. Das Ergebnis ist mehr aufwändig gestaltes Buch als Zeitschrift und sowohl visuell als auch taktil ein durchaus angenehmes Erlebnis.

credit: Cut Magazine

Was dahinter steht, ist laut den Machern der independent Medien-Design das Herzblut eines Redaktions-Teams, das sich auf die Fahne geschrieben hat, Do-it-yourself-Fashion ganz groß zu machen. Für das “Wie” warten die beigelegten Schnittmuster auf die Schere, für die Inspiration gibt es Portraits über Stilmetropolen, Künstler und Designer. Das klingt verdammt nach dem hier in jünger und hipper:

credit: Burda Mode Mag

Und ist, zumindest auf den ersten Blick, die liebevolle, hand-made-Look Print-Version von Burda Style

Mein geheimer Verdacht, dass es sich bei Cut um einen Guerilla Aktion von Burda handelt, wurde dann aber von independent media design entkräftet. Umso mehr ist den Herzblut-Machern Glück zu wünschen, diesen fast Berlinesken Coup auch finanziell beflügelnd auf die Strassen Deutschlands zu bringen. Bei 7 Euro pro Ausgabe wird das sicherlich ein recht kreativer Weg werden.

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