Novotel to unveil new design concepts

Accor's Novotel, the midscale hospitality brand, has teamed up with four international design teams to bring the brand’s new vision of modern, 21st century style to the world.

Following an intense worldwide design pitch, Novotel chose four winning concepts that will be brought to life at Novotel locations around the globe, shifting Novotel from a standardized brand to a hospitality leader in the midscale hotel space.

By choosing four distinct concepts, Novotel will provide flexibility to its owning and franchisee partners, allowing each to choose and customize an ideal style that best suits the unique character of the destination.

“Novotel has embraced a new vision in terms of hotel design,” said Nadège Keryhuel, Vice President, Novotel Brand. “We are excited to work with four outstanding design teams, who will help us creatively transform our hotels through a set of distinct visions of modern, premium hospitality.

'Our goal is to achieve a signature hotel experience, without standardisation, from check-in to check-out – a major evolution for the brand and a leading approach in the midscale segment.”

The brand’s new design partners exhibit a strong vision on the evolution of societal behaviour and recent consumer trends across Europe, Latin America, Middle East, and Asia.

During the new design strategy’s global call to action, design teams were invited to submit concepts that included a lively social hub that would appeal to locals as well as guests; and a modern, intuitive and ageless design that incorporates high-quality, sustainable materials.

The winning concepts will now be brought to life, not only in the rooms, but also within hotel common areas such as the social hub, fitness spaces and spas - ensuring that every moment at a Novotel is designed with purpose and for maximum guest enjoyment.

The design teams and their winning submissions include:
RF Studio: adaptable, sustainable, easy to renovate, this concept delivers a homey feeling and unexpected atmosphere; guests are encouraged to discover a new way of hotel living and feel like they are at the heart of a village

Metro: modelled around Novotel’s of 'Time is on your side', this modern design concept features natural tones and raw materials, inviting guests to enjoy a multifunctional and flexible space that evolves throughout the day.

Sundukovy Sisters: This concept blends business with pleasure and mixes well-being among unique ‘co-living’ spaces that embrace lively, social surroundings, current trends and timeless comforts.

Hypothesis: With a focus on reducing not only physical waste, but also reducing wasted space and time, this design concept allows guests to achieve the balance they seek during their stay.

The new design pipeline includes two Sundukovy Sisters design concepts for the UK in Liverpool and Newcastle. The two hotels are already under development: Novotel Liverpool Knowledge Quarter (opening spring 2022) and Novotel Newcastle Gateshead Quays (opening Sept 2023).(Sundukovy Sisters design pictured.)

Damien Perrot, Global Senior Vice President of Design at Accor, said, “Novotel is endowed with strong brand characteristics and a history of innovation and excellence within the global hospitality industry.

'We were inspired to build upon these strengths, with the goal of continuing to offer the best guest experience amid the evolving expectations of locals and international travellers alike.

“We pushed the boundaries to conceive modern, intuitive design ideas, where the way we organize the space, the decor and every single object or element serves a specific purpose.

'All the chosen designs responded to this request brilliantly, allowing us to re-interpret the way we design Novotel hotels around the world.

'We look forward to writing the next chapter in the brand's acclaimed success story and to taking Novotel to new heights in the years to come.”