An open house. This is how AccorHotels is defining the new JO & JOE brand. Since last year, the brand has joined the network portfolio and had its first address in Hossegor, France, in May of this year. To present the concept, AccorHotels has set up a showroom with some pieces that reinforce the spirit of the brand through design, food and beverage and experience.
Defined as open house, the new concept was created with the purpose of receiving people, be they local communities, that is, townspeople or travelers in search of a cool space, with a great offer of food, drinks and socialization. According to the EVP of AccorHotels South America AccorHotels, Franck Pruvost, the arrival of the brand represents the future and the disruptive positioning of AccorHotels.
“We are very happy to bring an innovative concept to the market that will serve not only the new generations, the Millennials and Centennials, but also the aligned generation of those generations. We created the showroom just to help people understand the proposal and what is open house, which brings together the best of hotel, hostel and private rental concepts. We are already very curious about the new brand and this is very positive because there is a great expectation to open a JO & JOE in the region “, comments Pruvost.
In the showroom has a pizza bed, which can turn into several possibilities, as each part comes off and can be used as benches and table, for example. The item is part of a room with the name “Together”, which also offers other formats to sleep like a tent and a bunk of wheels. All can be modified from place to place, which makes the space adaptable to all needs. The pizza bed, as well as other furniture, are made of modular joinery, meaning with more than one functionality.
In addition, the venue has a grandstand that can have many uses, from accommodating a miniplate to an amateur show (or not) or a place to read, work, talk. “They are design items that can be adapted to every need, every moment. Ideal for all those who value the culture of sharing, spontaneity and experience “, reinforces the executive.
The project is an example of innovation, led by AccorHotels Marketing Innovation Lab, which identifies, tests and shares customer-centric actions and disruptive solutions that can generate additional revenue for the Group. The JO & JOE brand is the result of a process of building together with future clients, external experts, students and executives from AccorHotels, with the overall objective of challenging conventions and imagining the future of hospitality, catering and social interaction.