Checking in/out the Levi’s hotel
There is something about staying in a truly great hotel. (Well, there is something about staying in a truly bad hotel, but let’s not go there now.) The next brand to be used to lure in more hotel guests is iconic Levi’s, following other recent fashion hotel additions as Missoni, Armani and LVMH (see earlier blog post), just to name a few.
Positioning is not longer static. Position a brand, you create users; energize a brand, you create followers. Brands should attract, not capture consumers and turning yourself into a hotel, creates an amazing opportunity to think 360° and explore all senses. Twenty Five Hours Hotel Frankfurt is designed as homage to Levi’s. As a tween of the 80’s I’m intrigued, having already been seduced by revival music, a launderette and Nick Kamen in a pair of Levi 501s. Just the hotel name Twenty Five Hours gives a hint that is not a place for Sleeping Beauty.
The rooms on each of the six floors are dedicated to a different decade, namely 1930s-1980s. Now hang on a minute. Are you saying that Levi’s has not been relevant for 30 years? How about at least the restrooms being in Engineered style — with “Freedom to Move“? A Twisted check-in desk? And wouldn’t it be truly great to get to experience the future vision of the brand? I am sure a more modern lift the better…however, I have not visited the hotel yet so I might be in for a surprise.
Earlier this summer I wanted to check into Hotel Chocolate. This month I’m looking for that extra 25th hour. Who dares to be our next hotel to check out?
In: Brand Experience, Fashion, Viewpoints · Tags: Hotels, Levis
on July 14, 2010 at 1:16 pm
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