Challenge

  • Create a vibrant, eye-catching ‘Meetings & Events’ sub brand for Malmaison’s city-based locations to attract corporate bookings and drive a lucrative new revenue stream

Solution

  • Naming and designing the look and feel for Malmaison’s unique Work+Play meeting spaces
  • Creating a modern, relaxed environment that blurs the lines between casual and formal, more akin to a Silicon Valley tech company than a hotel
  • Use of location-themed murals, screens and animation to inspire an upbeat, energetic, mood more conducive to productive business meetings than the average boring boardroom.

Results:

  • Work+Play concept launched in Malmaison Birmingham, before being rolled out across the brand’s 14 other UK locations