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The Netherlands: Hybrid hospitality brand The Social Hub is piloting a number of premium rooms featuring a new design at its property in Amsterdam.
The new look and feel of guest rooms are designed to offer a “calming and functional private space” in contrast to the communal social areas of each property.
The new room concept is the result of year-long research via internal and external surveys, focus groups with staff and guests, design expert consultancies, and more.
Premium room features include:
• Hybrid utility space for two guests to lounge, work and play.
• A king-size bed and choice of pillows, with chairs and tables to work, study or relax.
• Bathroom with rain shower and double sink, featuring Zenology clean cosmetics and bamboo bathroom tissue produced by The Good Roll.
• Warm colour tones, fabrics, wooden floors, dimmable lighting and more.
• A selection of books including Tal Ben-Shahar’s Happier No Matter What, Rutger Bregman’s Humankind; A Hopeful History, and Elkhart Tolle’s The Power of Now.
Design is being led by Italy’s Rizoma Architetture alongside partners such as The Netherlands’ DUM (chairs) and BYBORRE (fabrics), as well as Denmark’s Kvadrat (fabrics).
Following the pilot, the design will be gradually adapted and rolled out across the entire portfolio over the coming years.
Marion Koopman, The Social Hub’s chief operations and commercial officer, said: “After much research done to understand exactly what our varied guest profiles are really looking for, we’ve landed on a new room concept that represents the evolution of our brand’s design experience. Our approach aims to transport guests from ‘we’ community-centric spaces to a ‘me’ zone featuring a more sophisticated and values-driven experience. With this rollout we will also align our hubs to a higher category competitive set which we are aiming to move towards.”
