Creating a New Boutique Lifestyle Hotel brand For GEN Y

MiniMax Premier: A New Gen Y Hotel Brand For Shimao Group at Hongqiao Airport, Shanghai, China

Introduction:

Shimao Group approached us with an ambitious challenge: to create a groundbreaking hotel brand tailored specifically for Gen Y business travelers. These guests were individuals who craved more than just a place to stay; they sought an experience that would resonate with their adventurous spirits and desire for social connection. Thus, the MiniMax Premier Hotel brand was born, envisioned as a pioneer in redefining luxury for this dynamic demographic.

Target business travelers

The Challenge:

Our task was twofold: first, to understand the unique needs and preferences of Gen Y travelers, and second, to craft a hotel experience that would exceed their expectations. This required us to break free from conventional norms and embrace a bold, avant-garde approach that would resonate with the target audience.

Inspiratioon

Our Approach:

We delved deep into research, immersing ourselves in the mindset of Gen Y travelers and studying the cultural landscape of Shanghai, a city renowned for its innovation and creativity. Drawing inspiration from its revolutionary past and vibrant art scene, we conceptualized MiniMax Premier Hotel as more than just a place to sleep; it would be a social mecca, a hub of creativity and exploration.

Lobby as a social scene, emboldened by vibrant art

Design Solutions:

Every aspect of the hotel was meticulously crafted to reflect the spirit of Gen Y and the essence of Shanghai. The lobby, designed as a dynamic social space, features bold artwork that encourages interaction and sparks conversation. An art exploration lounge showcases rotating exhibitions by local artists and fashion designers, blurring the lines between gallery and hotel.

The Art Experience Lounge creates the transition between the lobby and Neighborhood Cafe’, with shifting exhibitions by local artists and fashion designers

Moving beyond aesthetics, we integrated bold industrial elements throughout the hotel, creating a raw yet refined atmosphere that resonates with the adventurous spirit of our target audience. Each guestroom was designed as a sanctuary for personal exploration, with unique touches that speak to the individuality of Gen Y travelers.

Neighborhood Cafe inspired by Shanghai’s revolutionary and industrial past, for a generation too young to have experienced this past

Innovation and Sustainability:

Our commitment to innovation didn't stop there. MiniMax Premier Hotel was conceived as a green oasis in the heart of the city, incorporating sustainable practices and technologies to minimize its environmental impact. This dedication to sustainability earned the hotel both China's Green Building certification and US LEED Silver certification, a testament to our vision of redefining luxury for the modern age.

A travelers refuge

Conclusion:

In the end, MiniMax Premier Hotel isn't just a place to stay - it's an experience, a journey, a bold exploration of what luxury means in the 21st century. By daring to challenge conventions and embrace innovation, we've created a hotel brand that not only meets the needs of Gen Y travelers but exceeds them, setting a new standard for luxury hospitality in the process.

P/S: If you love the furniture and decor, you can purchase it.

*Associate Director. Blink