A groundbreaking new hotel room concept for IHG
We helped IHG re-design their hotel rooms to deliver the best night’s sleep for a Millennial audience.
We identified four key cultural stories of sleep the brand could tap into. Two powerful insights were supported by ethnographic observation in hotel rooms: the importance of fluid, flexible space and the importance of thresholds.
We then worked with leading designers from outside the sector to reinvent the hotel room space in a way that uniquely addresses guests’ real unmet needs.
The design has been so successful that in late 2018 it was patented.
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