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  • Accor’s JO&JOE brand moves in with IKEA in Vienna

    730 565 Hamish Kilburn
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    Accor’s JO&JOE brand moves in with IKEA in Vienna

    Construction work will commence in January 2020 on the seven-storey IKEA in Vienna, which will shelter a 345-key hotel…

    Accor’s JO&JOE lifestyle brand is partnering with IKEA to open an innovative hospitality concept: the two upper floors of the building will contain an Open House by JO&JOE. After openings in Paris and Hossegor and with seven signed projects, this is the first JO&JOE in the German-speaking region and is slated to open in 2021.

    “The JO&JOE brand is characterised by a combination of hostel and traditional hotel elements.”

    “The modern architecture and the unique location of the new City IKEA harmonise perfectly with the exciting new world offered by JO&JOE,” said Volkmar Pfaff, Managing Director of Accor Austria. “We are working together to create an inviting, well-connected environment that reflects the lifestyle trends of a young, urban clientele. We are delighted with this strategic partnership with IKEA and welcome further cooperation in the future.”

    The JO&JOE brand is characterised by a combination of hostel and traditional hotel elements, impressing guests with its novel accommodation experience, modern design and attractive array of restaurants and services. The Open House concept is equally suited to business and leisure guests who appreciate both a central location and a platform for interaction with the local community.

    Image credit: ZoomVP/Accor

    “Our first JO&JOE Open Houses have already proven to be wildly popular, as the concept blends the best of private-rental, hostel and hotel formats,” said Francois Leclerc, VP Brand & Operations, JO&JOE. “We are very enthusiastic about our partnership with IKEA and our newest location in Vienna, where we feel our commitment to freedom, autonomy and brilliant design will fit right in with the city’s aesthetic and the guests who travel here.”  

    With its modern architecture and the innovative ideas for the interiors, the furniture store on Äussere Mariahilferstrasse will offer customers a unique shopping experience. The shopping concept specifically responds to current megatrends and takes into account changing shopping patterns and new forms of mobility that do not involve cars. For example, customers can have major purchases delivered to their homes within 24 hours. Living facades of greenery and a publicly accessible park on the roof terrace also provide an inviting ambience and a pleasant microclimate.

    “By collaborating with JO&JOE, we have found a partner who is an ideal match for our urban target group and who, like us, offers customers unique, new experiences and innovative concepts”, says IKEA Austria Managing Director Viera Juzova.

    JO&JOE’s entry into Austria underpins the brand’s international expansion plan. The brand was launched by Accor in September 2016 to cater to millennials and all who value a culture of sharing, spontaneity and individual experiences. JO&JOE is part of Accor’s lifestyle division and rounds out the Group’s portfolio of economy brands.

    Main image credit: ZoomVP/Accor

    Main image credit: Accor/IKEA

    Hamish Kilburn / 30.08.2019

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