Le Meridien Hotels Re-Define The Lobby Experience With The Help Of Richard Florida
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.