Brand Spotlight: Generator continues Europe expansionhttps://hoteldesigns.net/wp-content/uploads/2017/12/153084646.jpg 1000 667 Daniel Fountain Daniel Fountain https://secure.gravatar.com/avatar/28f17893c9d95fdef8d92a5aa8c6423f?s=96&d=mm&r=g
Generator, the cutting-edge European lifestyle brand responsible for leading the hostel revolution, announces the opening of three new properties: Generator Stockholm and its bar Hilma; Generator Amsterdam and its club Oosterbar; and Generator Rome.
These consecutive, milestone launches, round out the company’s portfolio to include 11 destinations in Europe.
In its quest to continue to provide true native experiences at each location, Generator is opening up their food and beverage venues, and other on-property programming to locals in respective communities. Beginning with Hilma and Oosterbar, and continuing across existing units, this new initiative will bring like-minded travelers and locals together to create a unique social experience driven by design, art, music, food, drink and entertainment.
“Generator redefined the shared accommodations sector, and transformed the industry as we know it,” said Fredrik Korallus, Chief Executive Officer, Generator. “We are thrilled to offer our unique concept in these three world class cities, and connect our global traveler with even more exciting experiences.”
Stockholm, Rome, Amsterdam, and the addition of new bars and restaurants across the portfolio are an integral part of the company’s robust expansion efforts. 2017 property openings include a city center location in Madrid and the brand’s US debut in South Beach, Miami.
Generator Stockholm is located in Stockholm’s city center at Torsgatan 10 and includes edgy bar and restaurant Hilma. In a prime location, dubbed the heart of Europe’s Silicon Valley, the new hostel and Hilma have attracted the traveling and local stylish, creative, and technology elite.
Also newly opened, Generator’s arrival to Rome – a major European hub – will disrupt the city’s hostel and boutique hotel scene with its upscale shared accommodations. Centrally located on Via Principe Amedeo in the Esquilino neighborhood near the colorful Mercato dell’Esquilino, the 75-room, 174-bed property provides convenient access to notable attractions like the Roman Colosseum and Termini Station. An array of churches, parks, bars, cafes, and pizzerias line the surrounding streets, which are some of the oldest in the city. On-property features include:
– A rooftop terrace with panoramic views of the Apennine Mountains and ancient Roman aqueducts
– An open layout lobby programmed with live music and local art, including a mural by famous Italian street artist Luca Maleonte
Following the March 2016 opening of Generator Amsterdam, the 168-room, 564-bed property recently launched, Oosterbar, a club located in the building’s basement, the former boiler room of what was the University of Amsterdam’s science department. Its original tiles combined with a new dramatic metal piping sculpture, other raw and industrial-chic elements, and intimate lighting create an energetic nightlife vibe.
Guests can expect diverse DJ programming including special one-off performances, live acoustic acts, comedy shows, and international themed music nights ranging from hip hop and R&B to bass, house and elective to disco. The space will also feature exhibitions with local, emerging artists and fashion designers.