Frankfurt Messe Premier Inn officially opened to the public last week, marking Whitbread’s first hotel of the brand in Germany. Adopting European-style open-plan lounge, dining and reception areas, the new hotel remains true to its heritage and carries a distinct British charm.
Ensuring consistency of the look and feel of the hotel brand overseas, Whitbread employed trusted design partner, JSJ Design. Sarah Simpson, Head of Product for Premier Inn said: “JSJ led the entire design process from partner brief to detailed decision-making to final design sign-off. As one of our lead design partners, they played a critical role in ensuring successful delivery of the Frankfurt hotel with a distinctive design tailored to the German market.”
Designing many of Premier Inn’s latest UK hotel interiors, including the chain’s flagship hotel in Kings Cross and the new strand of tech-driven hub hotels, JSJ has formed a deep understanding of the brand. Tasked with adapting that knowledge to a new market was Jeremy Scarlett, Interior Designer and JSJ Design co-founder. He said: “I’ve worked on various Premier Inn projects over the last ten years and while they’re all unique, Frankfurt Messe is like no other. Setting it apart from the UK hotels, the focus for the entire ground floor was to create a versatile public space, functional through day and night. In achieving this, the brand is moving away from pure function and into a realm where customer experience is key. It will seriously raise traveller expectations of budget hotels.”
JSJ Design collaborated with Hamburg-based designers JOI Design to ensure the quintessentially English brand catered for local tastes. In addition to the open-plan communal areas, points of differentiation can be found in the bedrooms and bathrooms, where showers replace baths and an imaginative new room layout was developed to meet the expectations of the German guest.
Elsewhere, understated nods to English heritage can be found throughout the hotel, from Chesterfield sofas to the iconic British Bulldog. Scarlett commented: “Building on the subtle but distinct English sense of humour, Frankfurt Messe features an array of strategically placed accessories, typically associated with London and all things British. Embracing our quirks adds bags of character and brings a little cheekiness to the interior.”
Natural wood and dark warm tones are offset by bright shades of turquoise, sunny yellow accents and pink and purple highlights. Statement pendant lighting creates distinct areas and sets the tone for the use of space, from focused and bright in the Work Zone, to warm and cosy in the lounge and dining areas. The result is a contemporary multipurpose space that adapts to meet the changing needs of guests throughout their stay.