For France's leading apartment hotels, the time has come for segmentation. Both of them, Appart'City and Adagio have redesigned the architecture of their offer around three clearly identified rangeswhich are positioned in the economy, mid-range and top-range segments respectively.
While Adagio Access remains the entry-level range for this subsidiary of Accor and Pierre&Vacances, the core of its offer, the Adagio range, has become "Adagio Original". At the same time, the "Adagio Premium" range recognises exceptional establishments.
To complement these changes, Adagio called on Saguez & Partners to revamp its visual identity. " The aim was to convey Adagio's hotel expertise and urban culture, while underlining its commitment and ability to adapt to the changing urban world and new lifestyles." commented the agency. With a new logo and a new brand signature "Here for You", the long-stay brand explores dynamic visual territories, inspired in some cases by the paper cut-outs of Matisse, in others by the bright, warm colours of David Hockney, and in others by the freedom of the Memphis movement.
This clarified positioning is accompanied by new developments with 11 openings planned this year. This represents record growth, with inaugurations taking place not only in France, but also in Germany, Belgium, Italy and the UK. " Since its creation in 2007 and over the last 15 years, Adagio has firmly established its position as leader in the European apartment hotel market." commented Thomas Lamson, Group Development Director.
But Adagio is also exploring new territories and will also be discovering sub-Saharan Africa this year, with a first aparthotel in Côte d'Ivoire. Expected to open in the third quarter, the Adagio Original Abidjan Marcory, with 100 studios and flats, will be part of a complex that also includes a Novotel. The result is an expanded offering for business travellers, both for relaxation and work, with huge outdoor swimming pools, a skybar and numerous meeting rooms. Another hotel is expected to open in Abidjan next year, in the Yopougon districtThis is combined with an Ibis Styles hotel.
Before that, several new establishments opened in the first quarter, including two Adagio Originals in Belgium. In Antwerp, in the diamond district, the brand is offering a 100-key aparthotel housed in a mixed-use complex that also includes offices and shops. In Ghent, meanwhile, the Adagio Original Gent - Centrum Dampoort offers 98 flats and studios, plus shared spaces designed for coworking.
As in Belgium, new establishments will be appearing throughout the year in France, starting with Montpellier and Lyon in the first quarter. Developed in combination with a 3-star hotel, the Adagio Access Montpellier Centre Comédie, located just a stone's throw from Place de la Comédie, comprises 39 flats. At the same time, Adagio is opening a second address in Lyon, in the university district, thanks to its Adagio Access range. This three-star establishment offers 78 studios and flats, complemented by the hybrid lobby concept. The Circle.
In the second quarter, the brand will also be adding an address at Toulouse with the Adagio Original Toulouse - La Grave. Located in the lively Saint-Cyprien district, the establishment designed by Didier Versavel will comprise 114 studios and flats, all with a terrace on the fifth floor. two bedrooms.
In the third quarter, the Paris region will welcome a new apartment-hotel, theAdagio Original Boulogne-BillancourtNovotel-Adagio Access, a 101-room establishment located in the heart of the Trapèze district. This expansion in France will be punctuated by the inauguration at the end of the year of a Novotel-Adagio Access combo in the centre of Rouen, very close to the cathedral. Housed in what was once the Palais des Consuls, then the Chamber of Commerce and Industry, the Adagio Access will contain 78 studios and flats, in addition to rolling out the "Living Hub" concept offered in establishments in this range.
This opening in France in the fourth quarter will be complemented by several inaugurations in Europe. In particular, Adagio will be extending its offering to Londonin the Whitechapel district, a stone's throw from the City. This Adagio Original of 147 studios and flats will feature Coliving flats, bringing to fruition the concept tested at the brand's flagship Paris Bercy establishment.
Rome will also see the opening of a second apartment hotel, Adagio Access Rome Colombolocated in a business district close to the Caracalla thermal baths and the European quarter. This establishment of 106 studios and flats will feature the Le Cercle concept in its colourful lobby, which will be extended by a large terrace where you can enjoy breakfast in fine weather. The end of the year will also see the opening in Germany of the Adagio Original Heidelberg, a stone's throw from the central station of this major university town. An aparthotel with 162 studios and flats designed by Innocad, it will be Adagio's new flagship in the German-speaking area.
