What is Sleep?
The Science of Tribes
"This is where we start the journey"
Further information on the Target group workshop:
”The teams were given 6 months time of concept and design development, international and local sourcing and then the final hurdle of building stands to bear the close scrutiny of visitors from across the hotel spectrum”
After 8 weeks the 5 teams came already up with their very conceptual ideas and revealed their visions of hotel tribes
Design of the future
“The winner of the Hotel concept competition was announced on November 23 2016 following individual presentations to the judges in front of the audience at the Sleep Conference, with the award going to the London team of global design practice Gensler for its innovative interpretation of local authenticity for its Digital Avant-Garde tribe.
Gensler winners: Joanna Varettas, Claire Richmond, Anna Kirkham, David Nicholls (Dornbracht)
In a first however, the judges also decided to award a Highly Commended accreditation, which was given to Tokyo-based Mitsui Designtec for its beautifully crafted biophilic room design for the Established tribe.
Matthias Arnold, Senior Research Consultant at SINUS, found the experience of working with Sleep completely inspiring: “The chance to work with five top design studios from across the globe was a great opportunity. It showed that consumer research, and in particular our SINUS lifestyle model, is more than just a description of reality. The Sinus-Meta-Milieus releases creativity for designers, using consumer insights as the foundation for imagination and experimentation as well as the means of always remembering whom the ideas are actually developed for.”
Member of the judging panel, Andrew Linwood of Areen Hospitality, spoke of the responsibility of his task. “Judging the Sleep Set was challenging. The theme of ‘Tribes’ effectively meant that each studio had a separate brief and so it was difficult to compare responses. However, the principles remained the same for each team - to reflect the characteristics, tastes and expectations of their tribe. In our assessment, two just edged ahead of the rest, with Gensler taking the lead due to their boundary-stretching approach and unusual ideas while Mitsui deserved a special commendation due to the extraordinary quality of their room. But I want to stress that all the designs were excellent in different ways.”
Mitsui Designtec design for the Established Tribe
Designing for the status-conscious Established tribe, Mitsui Designtec will create a guestroom experience offering everything money can't buy, fulfilling emotional satisfaction, creating a family environment and addressing all five senses.
“Our journey aligns heritage and connoisseurship with all the senses. Flowing water, wavering lights, a breath of air, the rhythms of life. The destination is internal fulfilment and emotional connection.”
Key characteristics of Established:
- Performance and leadership status-conscious
- Exclusive tastes, connoisseurship
- Distinction & self-assertion
- Conservative moralities and role patterns
WOW Architects design for the Intellectuals Tribe
Designing for Intellectuals, a tribe of culture-seekers and responsible connoisseurs, WOW will create a space in which the guest can make the most of the luxury of time, where it is possible to connect to the many layers of life.
“A retreat for uncertain times, the room as a haven of safety and comfort where guests select their preferred reality from a menu of options. The bath tub is elevated to the central character, stimulating a re-appraisal of the place of every element throughout the room.”
- Open-minded; liberal and pluralistic
- Searching for self-actualization & personal development
- Cultural and intellectual interests, authentic, academic
- Post-material goals: work-life-balance
Studio Proof design for the Performers Tribe
Designing for Performers who are high-achieving individuals and the economic elite of all the tribes, Studio Proof has created a fictitious member of the tribe, a driven professional who's also a pleasure seeker and early adopter. The designers have imagined her story.
“Jo Anderson is at the peak of her career and expects the best from life, including her hotels. Hotel Confidential offers exclusivity, intimacy, modernity - and unexpected delights. She lies back on the chaise-longue, reflecting on sea and sky…”
Key characteristics of Performers
- Flexible and socially mobile, looking for an intensive life - having success and fun
- Work hard – live exclusive
- Good qualifications and readiness to perform
- Multimedia fascination
Gensler design for the Digital Avantgarde Tribe
Designing for the “Milieu” of creative and individualistic global nomads, Gensler will create a guestroom experience to celebrate the experimental habitat and chameleon nature of the Digital Avantgarde tribe.
“Like a paper aeroplane when thrown, not knowing how far it will go or where it will land, perhaps picked up and thrown again, our guests seek an instinctive, unscripted journey which continues to shape and influence their lives.”
Key characteristics of Digital Avantgarde
- Non-conformist, creative & individualistic;
- Self-realization, freedom & independence,
- “scene” cosmopolitan, mobile socializers, global, pluralistic
- No fixed dogma
- Digital sovereign
Aukett Swanke design for the Sensation Oriented Tribe
Designing for experience-driven individuals who reject traditional social conventions, Aukett Swanke will create a completely immersive environment for the Sensation Oriented tribe.
“This is a room in which to retreat and come together, offering an escape to real life, not from it. It could be anywhere, but while you are in it, you can only be here. A bivouac where guests create their own reality.”
- Looking for fun, thrill & action and entertainment
- Rather unconventional and rebellious
- Living for today, here and now
- Tendency to escape reality
- Independence, spontaneity, trendy
Student Competition University of West London
Working in seven groups, some of the students have submitted their “work-in-progress” ideas: