The Hub series will first rollout at Le Meridien Barcelona to include three experiential zones: Arrival, Interaction and Latitude.
In recent years, global boutique Hotels have been strengthening their partnerships with creative influencers and employing them as curators of music, food, design, film and retail for their hotel experiences. ‘Le Meridien Hub’ is the newest curated idea series that is part of the marketing strategy of Starwood Hotels. The group’s dominance in this field began twelve years ago with the W, Sheraton and Aloft brands.
Fascinated to deconstruct the traditional notion of the hotel lobby, the global brand has been focused on transforming the entryways of their businesses into a social gathering space that emulates a microcosm of global culture within the context of the hotel’s brand. Le Meridien has extended this initiative with the recent announcement that Richard Florida will be the newest member of LM100; an influencer program that includes filmmakers, artists, chefs, baristsas, sommeliers, photographers and composers.
In a recent announcement, Starwood Hotels revealed the following:
The Creative Class Group will embark on a variety of initiatives influenced by the creative group they have identified. They will perform research to help Le Méridien identify new development opportunities by applying their exclusive ‘creativity index’, using the Creative Class Group’s one-of-a-kind framework; technology + talent + tolerance and territorial assets. The Floridas will help to connect Le Méridien hotels to key contacts in each city from the fields of tourism, culture, art, design and cuisine. They will work to acquire influential speakers to participate in “New Perspective Events” at Le Méridien hotels across the globe. The Floridas will also curate content for the ‘Hub’ libraries selected based on their research on the core attributes, values and preferences of the Creative Class. The books selected will comprise of a mix of contemporary and foundational books about creative culture in the arts, design, economy and society, as well as localized books reflecting each cities history and characteristics.