Le Meridien Hotels & Resorts today introduced its lobby concept, "Le Meridien Hub," which re-interprets the hotel brand's lobbies as social gathering places for creative people to converse, debate and exchange. The Hub concept further builds on Le Meridien brand's award-winning Arrival experience and coffee culture, which have both been implemented successfully worldwide. The Hub offers both guests and locals a creative atmosphere where contemporary, curated artwork sets the environment. Members of LM100, a group of cultural innovators of mixed generations and interdisciplinary artistic fields, identified by Le Meridien Cultural Curator Jerome Sans, have contributed their creativity to enhance the Hub experience.
"Starwood has long been an innovator in the transformation of the traditional hotel lobby," said Eva Ziegler, Global Brand Leader, Le Meridien 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 Link@Sheraton. 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. Today, we are proud to reveal Le Meridien brand's Hub concept, which will further evolve our new brand direction, designed to appeal to the creative class."
Le Meridien Barcelona is the first hotel to fully execute the Hub experience, while other Hubs will launch throughout the year in Le Meridien hotels globally. Designed to promote dialogue, awaken curiosity and stimulate thinking, the Hub can be 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 Meridien. This transformation can be accomplished through a visual work of art, a projection or a unique soundscape -- all created by Le Meridien LM100 members. This experience starts the moment the guest arrives at Le Meridien hotel, steps out of the car, steps inside the hotel, checks-in or asks for advice at the concierge.
From communal seating to coffeehouse style seating this zone features unique styling of our hotel lobbies 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 Meridien location. Le Meridien brand's signature "A New Perspective" event series, created to engage guests, local opinion leaders, media and associates into conversations around "culture," will also take place in this space.
Latitude Bar, with the quintessential espresso machine, supports the creative atmosphere of the Hub by drawing guests to the sights, sounds, and smells of the coffee bar, with a skilled barista crafting signature coffees. Guests can enjoy local culinary offerings and experiences inspired by a coffeehouse environment by day and a wine-inspired setting by night.