What's the best way to define the Zoku concept?
Hans Meyer - For me, what we have created with Marc Jongerius marks the end of the bedroom as we know it. Before, a guest wouldn't dare invite someone into their room, wouldn't want to show off their unmade bed. Now, with the bed hidden away in a mezzanine, the traveller has a large space with a table around which to gather colleagues for a cappuccino in the morning, then invite friends for dinner in the evening. During the first tests with our customers, they all told us "it doesn't look like a hotel room, but like a small house". That's the Zoku concept: accommodation halfway between a flat and an office, with a central location. Because Zoku also aims to be a local place to live, which is important to its residents. If you're away for a day or two, you don't need to talk to other people. On the other hand, if you're away from your family for several weeks, you miss the contact.
The Zoku concept is halfway between a flat and an office
Are there any similarities between Zoku and Citizen M, the hotel brand you have also launched?
H. M. - Both share the same design philosophy. However, unlike Citizen M, which is packed with high-tech gadgets, Zoku is entirely dedicated to business travellers on mission. That's why we've concentrated on offering them the essentials: a high-quality WiFi network and solutions such as remote printing. At the outset, we realised that while new hotel concepts were flourishing, there was nothing innovative in the long-stay segment, while at the same time the market for this type of accommodation was growing steadily. So there was an interesting niche to fill.
Also in this dossier: urban residences, the spirit of the times
