IN MY OPINION , THIS SHORT TERM ‘ SOLUTION ’ OF ADDING KITCHENETTES ACTUALLY CREATES A BIGGER LONG-TERM PROBLEM . KITCHENETTES CHANGE WHAT SETS A HOTEL APART FROM THE REST – A GUEST EXPERIENCE .
– SAAR ZAFRIR
Amsterdam-based designer Saar Zafrir is transforming established corporate-style hotels and hospitality groups into fun and lively boutique brands while paying attention to what modern travelers need now in a COVIDinformed world .
In 2012 , Zafrir left behind his training and career in finance and investment to become a full-time designer focusing on hospitality and restaurant design . In less than one decade , Zafrir has catapulted as a designer and developer of hospitality projects throughout Europe , including the award-winning Brown Beach House Croatia , a former tobacco processing plant on the Dalmatian Coastline of Croatia transformed into a signature Brown Hotels property , as well as Max Brown Hotels , Sir Savigny Berlin , Gekko Group ’ s Provocateur Berlin hotel , and in 2021 , The ReMix Hotel in Paris .
Saar Zafrir Design ’ s mission to “ boutique-ify ” large corporate hotels will continue to manifest
ISRAELI DESIGNER TALKS ABOUT HOW TO UPDATE BIG BOX HOTELS , THE EMERGING CARDO BRAND , POTENTIAL FOR LONG-TERM STAYS – BUT , PLEASE , NO KITCHENETTES .
by JEFF WEINSTEIN , EDITOR IN CHIEF
over the next few years , including the creation of a new hotel group – Cardo , which will launch under Marriott International ’ s soft brand , Autograph Collection . Zafrir ’ s first Cardo property will be a 650-room hotel in Rome in 2022 , and a 550-room hotel in Brussels in 2023 . Those hotels will exist in pre-standing buildings for which Zafrir has been tapped to create a fresh and appealing hospitality experience for the modern and millennial traveler .
HOTELS recently talked to Zafrir to get his take on how design will evolve and some of the best solutions for the moment , as well as what design trends he likes and dislikes .
HOTELS : Considering the impact of COVID , what are the biggest hotel design changes coming as you develop new projects ? SAAR ZAFRIR : I ’ m finding that our clients are interested in more multifunctional design that could facilitate as a solution , should there be future waves of COVID . With possible restrictions on travel and therefore tourism , clients are looking for the flexibility and comfort which would tend to longer stays .
H : In what area of the hotel are you putting greater emphasis , and why ? SZ : To me , all areas of a hotel are important . However , if I am to put emphasis on one , it would have to be the common areas . The hotel lobby is often the beating heart of a hotel , where guests gather and first impressions are made . It ’ s here that a brand ’ s unique style can be emphasized to guests ; the brand ’ s very own signature .
H : How are your hotel projects faring ? How many have had to pause and how many continue to be developed ? SZ : Luckily the development of our design projects has been maintained throughout COVID . That said , almost every project has faced delays , as everything is taking longer than before , with a number of our projects now projected to be completed two to three years later than originally planned .
H : What innovations need to take place for the industry to come back stronger than ever ? SZ : I feel hotels with a more versatile offering will have a competitive advantage , and this diversification trend will permeate the hotel industry . For a collectively
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