Applied to:
This award recognizes a marketing program that has successfully enhanced and promoted a brand, a group or a concept/product through innovative initiatives, tools or partnerships. The marketing initiative must demonstrate a deep understanding of its target audience and will have successfully engaged and inspired them through creative and effective collaborations.
* Brands/Groups may submit themselves or partners/agencies may submit on behalf of their clients.
The project:
The collaboration between Ameublement Français and Okko Hôtels, initiated in 2023, aims to revolutionize sustainable hotel interior design through an innovative co-design approach. Developed with the HOLDON firm, this method brings together key stakeholders—hoteliers, operators, interior designers, and manufacturers—early in the design process to foster collaboration and prioritize eco-design principles. The partnership reflects Okko Hôtels’ commitment to ecological and social responsibility as a mission-driven company.
The project resulted in two new room concepts, created by the interior design agencies Laune Architecture and EROZ. Each concept integrates French-made furniture, showcasing the country’s craftsmanship and promoting short-circuit production to reduce environmental impact. Both designs emphasize sustainability, reparability, and the use of recycled and durable materials. The first concept highlights walnut finishes and earthy tones, while the second blends soft curves with vibrant colors like rust and purple, complemented by eco-conscious furnishings.
This pilot project also demonstrates the operational efficiency of co-design, reducing costs, environmental impact, and time-to-market. The showrooms for these concepts will be unveiled at the EquipHotel show in Paris in November 2024 and rolled out across Okko Hôtels’ network, including franchise locations, over the next five years.
The initiative underscores the competitiveness of French-made furniture in the hospitality sector, combining innovation, aesthetics, and responsibility. It also sets a precedent for integrating sustainability into hotel design through collective action and shared expertise. Beyond Okko Hôtels, the approach is positioned as a model for broader adoption within the industry, aiming to harmonize ecological priorities with operational needs. This collaboration exemplifies how thoughtful partnerships can lead to impactful and sustainable transformations in hospitality design.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
