|Hub at Le Méridien Barcelona|
Le Méridien Hotels & Resorts has introduced its lobby concept, "Le Méridien Hub," which re-interprets the hotel brand's lobbies as social gathering places. The Hub concept further builds on Le Méridien's arrival experience and coffee culture, which have both been implemented worldwide. The Hub offers both guests and locals a creative atmosphere where contemporary, curated artwork sets the environment.
"Starwood has long been an innovator in the transformation of the traditional hotel lobby," said Eva Ziegler, Global Brand Leader, Le Méridien and W Hotels Worldwide. "More than 12 years ago when Starwood launched the W brand, our lobbies became Living Rooms, and soon after, Sheraton brought people together with the [email protected] Most recently, the Aloft brand’s lobbies have been designed to draw people out of their rooms through open floor plans and modular, flexible seating. Le Méridien brand’s Hub concept will further evolve our new brand direction, designed to appeal to the creative class."
Le Méridien Barcelona is the first hotel to fully execute the Hub experience, while other Hubs will launch throughout the year in Le Méridien hotels globally. Later this year, the Hub will be featured at the new Le Meridien in Istanbul, and it will eventually fan out to Starwood's other Le Meridien properties worldwide.
Ziegler, along with members of Le Meridien's LM 100 creative think tank, made the announcement regarding the Hub at a media presentation held in New York at famed chef Jean-Georges Vongerichten's newest restaurant, ABC Kitchen.
Designed to promote dialogue, awaken curiosity and stimulate thinking, the Hub is divided into three experience zones.
Proprietary customer research shows that the first ten minutes of arrival define the guests’ entire experience and establishes their mindset. Beginning with the hotel entryway, high impact arrival art immerses guests into the world of Le Méridien. This transformation can be accomplished through a visual work of art, a projection or a unique soundscape.
From communal seating to coffeehouse style seating this zone features unique styling to stimulate dialogue, contemplation and interaction. Also in the lounge, guests will find a curated library of books with topics reflecting the cultural aspects of each Le Méridien location.
Latitude Bar, with espresso machine, supports the creative atmosphere of the Hub by drawing guests to the sights, sounds, and smells of the coffee bar. Guests can enjoy local culinary offerings and experiences inspired by a coffeehouse environment by day and a wine-inspired setting by night.
For Starwood, the implementation of the Hub is the result of a strategic plan that was first developed when Starwood bought the Le Meridien brand in November 2005.
"This is the evolution of something we've been doing over the last five years," Ziegler told the audience at today's media presentation. " It's not just conceptual anymore."
Ziegler, who also serves as the visionary for Starwood's W hotels brand, said that the new Hub concept for Le Meridien builds off of W hotels' successful "Living Room" lobby concept. But whereas the the Living Room concept is a place to "sip, drink and flirt; see and be seen; be chic and beautiful and trendsetting," the Hub concept at Le Meridien is about evoking a "curious, open-minded and creative environment," she said.