Ikea is one of those places, like an old fashioned pub in central London, that has the power to trap the public in some alternate reality. In Ikea, everything suddenly becomes an opportunity; creativity becomes apocalyptic and uncontrollable as the affordable and faceless products convince shoppers that they can make something different out of these simple items. The furniture's minimal ornamentation guarantees an acceptable living room re-launch; universally adaptable designs allow you to make room for your life.
Room inspiration sets have globally catapulted the infamous Billy and Expedit bookcases; Lack tables have become bargain household staples or canvases for artists to mutilate. And so a lightbulb has illuminated over the heads of Marriot Hotels executives, and the hospitality chain has had a brainwave.
![Lack table - Customisations]( "Out Of Home International - Vacationing With Ikea")
A new brand is scheduled for lift-off in 2014, as Marriot and Ikea fuse together for the creation of a budget hotel venture. The duo will maximise on the 21st century utopian vacationing trend, gifting the three-star European hotel market with buildings containing hundreds of rooms, with an Italian debut at Milan's Malpensa Airport for £52 a night. Getting caught up in the horse meat scandal for its meatballs, and this week withdrawing tonnes of chocolate cake from its restaurants for (harmless) bacteria contamination, Ikea will hopefully overcome the bad press with this internationally beneficial project.
Moxy promises guestrooms that are "functional and well-designed, with upscale bath amenities, large flat-screen televisions and built-in USB ports", colour-coordinated by "calming neutral tones reminiscent of rich brown leather, combined with natural materials to evoke an organic, comfortable and restorative feel". A city-specific 'art wall' will also give every room a unique touch. The new company's vice president, Ramesh Jackson, learnt that "these confident explorers are wildly self-sufficient, but still want a chance to connect with each other in inviting social spaces in person or digitally", and so guests will be offered continental breakfasts, local beers, 24-hour access to drinks and snacks, and a digitally-savvy lobby with "modern ergonomic seating, large writing walls and 56-inch televisions for presentation projection".
![Moxy Hotels]( "Out Of Home International - Vacationing With Ikea")
The Inter Ikea Group subdivision of Inter Hospitality will develop the buildings, with Nordic Hospitality becoming the brand's first franchisee as a result of their experience in hotel operation. Inter Hospitality's MD Peter Andrews says: "Our initial focus is on acquiring sites for the new brand in Germany, the United Kingdom, Italy, Netherlands, Belgium and Austria. Over the next 5 years we aim to secure at least 50 sites for development". Imagine the brand elevation that could be achieved by partnering food, drink or equipment companies with Moxy; picture the out of home advertising prospects.
Room inspiration sets have globally catapulted the infamous Billy and Expedit bookcases; Lack tables have become bargain household staples or canvases for artists to mutilate. And so a lightbulb has illuminated over the heads of Marriot Hotels executives, and the hospitality chain has had a brainwave.
A new brand is scheduled for lift-off in 2014, as Marriot and Ikea fuse together for the creation of a budget hotel venture. The duo will maximise on the 21st century utopian vacationing trend, gifting the three-star European hotel market with buildings containing hundreds of rooms, with an Italian debut at Milan's Malpensa Airport for £52 a night. Getting caught up in the horse meat scandal for its meatballs, and this week withdrawing tonnes of chocolate cake from its restaurants for (harmless) bacteria contamination, Ikea will hopefully overcome the bad press with this internationally beneficial project.
Moxy promises guestrooms that are "functional and well-designed, with upscale bath amenities, large flat-screen televisions and built-in USB ports", colour-coordinated by "calming neutral tones reminiscent of rich brown leather, combined with natural materials to evoke an organic, comfortable and restorative feel". A city-specific 'art wall' will also give every room a unique touch. The new company's vice president, Ramesh Jackson, learnt that "these confident explorers are wildly self-sufficient, but still want a chance to connect with each other in inviting social spaces in person or digitally", and so guests will be offered continental breakfasts, local beers, 24-hour access to drinks and snacks, and a digitally-savvy lobby with "modern ergonomic seating, large writing walls and 56-inch televisions for presentation projection".
The Inter Ikea Group subdivision of Inter Hospitality will develop the buildings, with Nordic Hospitality becoming the brand's first franchisee as a result of their experience in hotel operation. Inter Hospitality's MD Peter Andrews says: "Our initial focus is on acquiring sites for the new brand in Germany, the United Kingdom, Italy, Netherlands, Belgium and Austria. Over the next 5 years we aim to secure at least 50 sites for development". Imagine the brand elevation that could be achieved by partnering food, drink or equipment companies with Moxy; picture the out of home advertising prospects.