Design Hotels' new Brand Lab not only provides a new, inspirational space for the in-house design team at the Berlin headquarters, but also a hub for creative exchanges with international partners.
BERLIN – From the very beginning innovation has been at the core of the Design Hotels ethos, from challenging the norm and setting future trends to ultimately paving the way for likeminded mavericks. Intrinsic to this progressive program is the belief that creativity and design are living, breathing elements which need room to grow and evolve. Design Hotels’ new Brand Lab not only provides a new, inspirational space for the in-house design team at the Berlin headquarters, but also a hub for creative exchanges with international partners.
Panoramic views of the Spree River are the backdrop for the 300sqm open-plan Brand Lab, complete with dedicated areas for presentations and workshops. The space also operates as a base for member hotels and hospitality partners to meet and engage in creative discourse with influencers and innovators from the worlds of art, design and commerce. Since 2007, Design Hotels has been creating platforms for cross-industry gatherings, hosting its annual conference arena* as well as Trend Briefing, in collaboration with London-based trend-forecasters The Future Laboratory. The Brand Lab is a fertile environment for present and future ideas and partnerships, and serves as a seedbed for innovation.
The kick-off event was recently hosted in partnership with Turkish design studio Autoban, presenting The Design Hotels Book 2015 to friends, partners and media. The loft-like space was designed with the help of Erco and Wilkhahn, while Aqua Monaco is the Brand Lab’s official partner for parties and events.
Design Hotels’ In-House Design Team
Since its inception in 1993, the in-house design team has been instrumental in the creation and evolution of Design Hotels’ entire visual identity – a rarity in the world of hospitality. This includes the annual magazine, Directions, which can be found in every member hotel, The Design Hotels Book, distributed by publishing house gestalten, as well as the design of the brand’s digital platforms – including its website designhotels.com.
“With our in-house design team we are able to move the creative process forward, without red tape. That allows us to react quickly to new developments, which is a big advantage in this fast-paced industry,” explains Serdar Kutucu, Vice President Brand, Marketing & Communications. The ten-strong team, under Creative Director Johannes Schwark, conceive advertising campaigns, create communication concepts for events, design tradeshow exhibition areas, and continuously develop the brand’s corporate design identity. Several of the team’s campaigns and publications have been awarded design prizes, including the Red Dot Award in recognition of the limited edition XXL edition of The Design Hotels Book 2013.
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