Drafted at the end of 2016 with the Stories pilot projectThe transformation of the Adagio aparthotel lobbies is now taking shape with the deployment of the Cercle, a new meeting place all in a friendly spirit. "We've been offering our customers a practical accommodation solution for ten years now. What we want to do today is make their stay even more enjoyable."explains Karim MalakManaging Director of the long-stay brand jointly owned by AccorHotels and Pierre&Vacances.
This new concept is based on three pillars, starting with a less formal way of receiving customersThe atmosphere is very informal, around a large table at the reception desk, with the casual dress of the staff reinforcing this aspect. But above all, the essence of this Cercle lies in the social space organised around a shared kitchen, complete with piano and table football.
"We want customers to make the place their own, come and cook here, organise impromptu concerts, etc.says Karim Malak. Thanks to this new concept, we can offer them a complete package, with a flat that remains their private sphere and communal areas that are part of the social sphere.". Even though their flat has a fully equipped kitchen - in fact, it's one of the strong points of the long-stay hotel industry - Business travellers wishing to escape their solitude can go downstairs to the lobby. to share moments with other residents around evening aperitifs or themed dinners organised on a regular basis. For groups, this shared kitchen also offers the possibility of bringing in a chef.
The final element of the Cercle is its design, with Adagio surrounding itself with major names in interior design to create these new spaces - for example Kristian Gavoille and Valérie Garcia, already at work at the MOB HotelThe brand's aim is to give each of these locations a special soul. The Adagio Paris Bercy Village lobby has been redesigned by a team of architects and designers from the Bercy Group, as well as agencies such as Bloom, GCG and Didier Versavel.
To complete the concept, Adagio offers its customers a library of objects to borrow to personalise their flat - including vases, plants and photo frames - as well as more practical and fun items such as raclette machines, mixers and board games. Customers can also take advantage of a grocery shop where they can find crisps, wine, beer, salads, yoghurts and jams.
This new concept, already present in seven residences - five in Paris, one in Marseille and one in Rennes - is expected to be rolled out in around thirty establishments by the end of 2018. It is then expected to appear in around twenty residences a year in both Adagio and Adagio Access.
In addition to the roll-out of the Cercle, Adagio will be focusing on the renovation of around fifteen residences in 2018, including the renovation of one of its flagships, the Adagio Paris Tour Eiffel, at the end of the year. The brand, which now has around a hundred residences, is also continuing to expand its portfolio. its target of 150 homes by 2021 with around twenty establishments due to open shortly.
In this context, Adagio can count on its partnership with Orbis to extend its footprint in Eastern Europe and the master franchise with Accor Africa to expand on this continent. France and Europe remain key markets, with openings expected shortly in Montpellier, London, Mannheim and Amstelveen, in addition to the recent takeover of the management of the five Hipark residenceslaunched in 2010 by BNP Paribas Real Estate.
