Le Meridien redesigns lobbies to draw artsy guests
By Kayla Hutzler
Concierge mural designed by Lourdes Vazquez
Starwood Hotels and Resorts is engaging creative-minded travellers and increasing booking through its new Le Meridien Hub initiative, where it is renovating all of the brand’s lobbies.
The new program is aimed at promoting conversation, sparking curiosity and provoking thought among guests through local art and culture. Le Meridien Barcelona is the first hotel to implement the Hub experience, with all locations to follow within a year.
Le Meridien’s Hub was designed to serve as a gathering place for creative minds, per the company.
“With our distinctive positioning and guest initiatives Le Meridien is attracting a new audience of creative, world-traveling guests who will embrace the Hub and the brand as part of their lives,” said Eva Ziegler, global brand leader for Le Méridien and W Hotels.
The Le Meridien Hubs follow suit with the brand’s motto that “discovery starts with you.”
In order to fully captivate guests’ minds, Starwood has transformed the hotel in three sections: arrival experience, interaction zone and the Latitude bar.
The Hub experience starts when guests arrive with physical artwork, a digital projection or a soundscape on display in the hotel entryways.
Going further, communal-style seating in the lobby encourages individuals to discuss the artwork with fellow guests.
This lounge area also holds a collection of curated books related to the particular culture of the respective hotel’s location.
The lounge and library area will host the Le Meridien New Perspective event series, which brings in local opinion leaders, media and associates to speak with hotel visitors and community locals.
The last step of the Hub experience occurs in the Latitude bar, where guests can continue their conversations over coffee or wine.
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