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Inside the Hilton Denizen 'Brand Experience'

Where: Berlin, Germany
March 17, 2009 at 9:31 AM | by Jenna | 6 Comments

This is your hotel.
This is your hotel on drugs.
And it looks an awful lot like Denizen.

Last week when Hilton Hotels announced its much-anticipated luxury lifestyle chain, Denizen — about which everyone seems to have an opinion — they dropped the news at the International Hotel Investment Forum in Berlin by setting up a "brand experience" for the 1300 conference-goers to walk through.

In a bizarrely eccentric (but perhaps fittingly offbeat) move, the big H launched its newest brand by throwing an "Age of Aquarius" party: opera singer Inva Mula-Tchako (the voice of the blue alien in The Fifth Element) sang the seventies jam from above a floor-to-ceiling installation of a deconstructed Denizen "experience" inside a recycled shipping container.

Looks and sounds just a little bit trippy, no?

There was apparently a 3D mood board intended to display the Denizen idea of "convenient luxury with smart amenities, not excess" (a much-needed shout-out to the crappy economy) a bedroom "vignette," interactive computer kiosks, and one of Denizen's signature theatrical walls, a trademark that will eventually be seen in the chain's outdoor and lobby spaces.

This isn't the last we've seen of the Denizen shipping container: the display will remain a Denizen of the world (see what we did there?) and will keep on a-travelin' as a pop up installation; its next stop is the Arabian Business Owners Forum.

Dare we ask what you think of this whole thing? Don't be shy; weigh in.

6 Comments

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  1. juliana

    HotelChatter Editor

    i love the age of aquarius

    but is it typical for hotels to launch new brands with such a dizzying showcase. and why is that person sitting in a twin bed? then again, this did open in berlin. maybe they will tone it down for the states.
    March 17, 2009 at 9:42 AM
    #Permalink

  1. catullus1

    HotelChatter Member

    Im a citizen..um, i mean..denizen of the world!!!

    Hilarious! Looking at the pictures i feel like this is what alice must be going through if her drug-infused-english-breakfast-tea acid trip through "wonderland" had took place in 2009. instead of a white rabbit, you have an aged opera singer, instead of a mad hatter you have ross k, you feel gigantic in that tiny room with a twin bed after some caterpillar (err, i meant, denisen pr spokesperson) gave you a mushroom canapé...ahhh...im so confused! can someone PLEASE wake me up so i can lay my hungover denizen head on a peaceful and calming bed like one would find at true luxury hotel (so many copycats these days) like at a Mandarin Oriental or Peninsula.
    March 17, 2009 at 10:45 AM
    #Permalink

  1. bugaboo

    HotelChatter Member

    >why is that person sitting in a twin bed?

    if you look closely you'll see it's not a person in the bed, but on the bed.  it's the design of the headboard and comforter.  therefore, this sleepy Spanish guitar player's crotch should come just under your chin when you get yourself tucked in.

    I would love to notify denizen pr of the proximity of bits to face, just to see how they would spin it.

    March 17, 2009 at 3:04 PM
    #Permalink

  1. mytwocents

    HotelChatter Member

    inside the Hilton Denizen

    way too much going on for me here in the above pix to get a good night's sleep...at least for now.  i will have to check in to the hotel one day to experience it in person. which brings me to this question" exactly when will we see a real live hotel? and where?
    March 17, 2009 at 4:49 PM
    #Permalink

  1. Lia Cohen

    HotelChatter Member

    Bed humour

    Hilarious. The bits to face observation. Beats that wanna be Paramount Hotel flower wall hands down.
    March 18, 2009 at 4:13 PM
    Parent #Permalink

  1. bugaboo

    HotelChatter Member

    thank you!

    thank you, thank you.  Soup to nuts also came to mind...  I'm here all week.  
    March 18, 2009 at 5:03 PM
    Parent #Permalink

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