Strategic Ideation | Concept

Be it a hotel or a new lifestyle destination – every project takes a village. But before a village, you need a vision.

So what is the recipe for a concept?

A lot of practical and leadership experience as placemakers and hoteliers.

A large dose of unbound, gutsy imagining.

Outrageous amounts of curiosity and resourcefulness.

A strategic mindset that allows us to create a foundational vision that is rooted in what actually works for the people it is meant to attract.

 

A concept is clarity, inventiveness, playfulness, layers and layers of thought. And we are pretty well recognised as best-in-class when it comes to concepts.

A concept is a bird’s eye view – a blueprint for development. It helps you know where you are going so you can bring in the village to help you get there.

Put simply, it is the starting point.

We develop concept prototypes for hotel groups – for an entirely new category or for the revamp of an existing hotel brand.

We develop concept prototypes for hotel groups for rooms & residences, restaurants, meeting & event spaces, wellness and even create new options for underutilised spaces within a hotel.

We create F&B masterplans for hotels with a broad mix of dining & entertainment spaces.

We also develop concepts for individual hotels and for individual spaces within the hotel.

All concepts include the same fundamental building blocks:

What’s our story? Who is it for and how do we reach them? What does it look, feel, sound like? What are the potential revenue streams and product mix? And what are those signature points of service, interaction and activity that make it a compelling offering? We curate and define every aspect of the guest experience.

CONCEPTS FOR HOTELS / HOSPITALITY

HOSPITALITY PRODUCT CONCEPT DEVELOPMENT

(F&B Mix, Restaurants, Bars, Entertainment & Leisure Spaces, Wellness, Retail)

We also work on the development of new hospitality products or services.

We have a rich history of F&B development because that is a sector that is not only highly competitive, but one that requires significant experience and thought to create venues that are rich with personality and purpose.

We develop concepts for meetings and events, wellness and retail. And we look at new categories, from pop-ups to modular elements that can utilise space and drive revenue. We also develop experience or product models – such as a new blueprint for breakfast standards or a new meetings product.

Whatever the product, space or purpose, strategic thought and ideation culminates in a thoughtful, layered and inspired vision for future development.

The four building blocks for Hotel and Hospitality Product Concept Development

  • STORY

    KEY PILLARS

    GUEST EXPERIENCE MAPPING

  • REVENUE STREAMS

    PRODUCT MIX

    SIGNATURE PRODUCTS AND SERVICES

    OPERATIONAL CONSIDERATIONS

    SERVICE CULTURE

  • ZONING

    DESIGN

    SCALABILITY / ADAPTABILITY

    ART & MUSIC STYLE

    OS&E

    WARDROBE STYLE

  • BRAND & MARKETING STRATEGY

    BRAND DEVELOPMENT

We love the complexity and breadth of placemaking – creating new destinations that are layered and inspired, rich in context and made to be beloved. The Masterplan Visioning of a new district, community, neighbourhood or cultural icon requires a sense of place, a sense of fun and the practical knowledge of how to create a place that works for both investors and the people who experience or inhabit it.

We work closely with investors, government entities and developers to first clearly define the core offering and key pillars so that these can be amplified in myriad ways across asset classes. We think about all aspects of life, from the practical to the whimsical. From the small elements that delight to the larger elements that astound.

Our vision is never about just perception building. It is about how to walk, talk, live and breathe what we envision and ultimately make.

MASTERPLAN VISIONING

The five building blocks for Masterplan Visioning are

  • CORE OFFERING

    KEY PILLARS & PROPOSITON

    PREMISE & STORY

  • REVENUE STREAMS

    ANCHORS & SIGNATURE FEATURES

    OFFERING & AMENITIES MIX

    OPERATIONAL CONSIDERATIONS

    TEAM CULTURE

  • ARCHITECTURAL STYLE

    LANDSCAPE FEATURES

    SIGNATURE FEATURES

    PUBLIC SPACES & ART

    DYNAMIC SPACES AND PRODUCTS

    GUEST EXPERIENCE CENTRE

  • ENTERTAINMENT & ENGAGEMENT PROGRAMMING

    ART & CULTURE PROGRAMMING

    CUSTOMER EXPERIENCE MAPPING

    POTENTIAL PARTNERS, AFFILIATIONS & OPERATORS

    CSR AND SUSTAINABILITY

  • BRAND & MARKETING STRATEGY

    BRAND DEVELOPMENT