“More than 13 years ago when Starwood launched the W brand, our lobbies became ‘Living Rooms’, and soon after, Sheraton brought people together with the Link@Sheraton. Le Méridien’s Hub concept, which will further evolve our new brand direction, is designed to appeal to the creative class.” Today’s unveiling of the Hub concept at Le Méridien Barcelona will include a panel discussion on the subject of ‘A New Perspective on Creativity’. Moderated by Emilio Alvarez, Director of Àngels Gallery and Co-Director of Loop Video Art Fair & Screen Festival, the conversation will feature Jérôme Sans, Le Méridien brand’s Cultural Curator and Director of Ullens Center for Contemporary Art Beijing, who contributed his artistic creativity to enhance the Hub experience; Richard Florida, LM100 member and author of The Rise of the Creative Class, the book that validates the audience for the Le Méridien brand; and Ferran Adrià, former head chef of Spain’s renowned Michelin-starred El Bulli and founder of El Bulli Foundation think-tank, which Starwood is supporting via “Ideas for Transformation”, a global ideas challenge competition organised by Ferran Adrià and Telefónica. “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 13 years ago when Starwood launched the W brand, our lobbies became ‘Living Rooms’, and soon after, Sheraton brought people together with the Link@Sheraton. Le Méridien’s Hub concept, which will further evolve our new brand direction, is designed to appeal to the creative class.” In Europe, Middle East, and Africa, as well as in Asia Pacific – the two regions that account for nearly 90% of the brand’s global footprint of 100 hotels, several Le Méridien hotels are scheduled to integrate the Hub concept into their lobby experience over the next 12 months. This will include Le Méridien Istanbul Etiler and Le Méridien Oran Hotel & Convention Centre, Le Méridien Bali-Jimbaran, all three scheduled to open in 2012, as well as existing Le Méridien hotels in Brussels, Kuala Lumpur, and Bangkok. In recognition of this new Hub concept, Le Méridien was a finalist in the recent Worldwide Hospitality Awards in the “Most Innovative Concept” category. Designed to promote dialogue, awaken curiosity and stimulate thinking, the Hub can be divided into three experience zones: Arrival Experience, Interaction Zone and Latitude Bar.
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