CLADmag issue4 2018

Page 97

Happy House is a social area where JO&JOE’s ‘tripsters’ can relax, work, cook or do laundry

Designing a millennial concept


hen Accor decided to go after the JO&JOE is an Open House concept, providing millennial market with a gamea funky backdrop for a global community to use changing concept, it chose as they wish. The community is held together not to go with an established by an app, so people can easily create an hospitality designer, but a company that event, like a jam around the fire. “It’s social would shake things up. London design media for travellers, which is now a huge agency Penson, which has worked with element of the travel industry,” says Penson. YouTube, Google and JayZ, was perfect. To make the most of the space, all furniture “My first pointer to them was to think about, is on wheels so it can be easily moved around. it’s not a bed, it’s about turning ideas on “This flexibility aids real estate issues, Millennials want more their head,” says CEO Lee Penson. as architecturally interesting builds like freedom, the ability Penson says the starting point for warehouses and disused boats can to choose and adapt the JO&JOE concept was to break be filled to the brim with movable ‘kit an existing product down the rigid barriers that hamper of parts’ furniture,” says Penson. The around themselves the hospitality experience. “I have design features eco-friendly elements, and their lifestyle stayed in the world’s best and worst bright colours and a lot of artwork. hotels for work and fun. What strikes me is that I always “In our recent launch for JO&JOE Hossegor, France, we find they aren’t flexible or adaptable enough for modern installed brightly patterned crazy tiles on an area we knew life,” he says. “Check in and check out should be easier was going to be a social point with surfers. Other sites reflect and more flexible. Millennials want more freedom, the points of interest, such as local museums, rivers and famous ability to choose and adapt an existing product around bars and cafés,” he says. “For JO&JOE, think inflatables, round themselves and their lifestyle. Heading to JO&JOE is pizza beds, spiral staircases, bright colours and the craziest like riding a wave of freedom and open possibilities.” interior elements all reflecting the locality in their own way.”