HotelChatter

HotelChatter: What was the reasoning behind making Le Meridien the brand of the creative class?

Carlos Becil, VP of North American brand management for Le Meridien Hotels: The positioning of Le Méridien as a hotel for the “creative class” was inspired by the company’s Parisian roots. Launched in Paris in 1972, it was natural to embrace the city’s unique cultural riches and social elements, which has helped us to create a global brand for sophisticated individuals with a passion for art and culture.

HC: What parts of the Le Meridien experience focus on "creativity and artistic expression"? Do guests feel the emphasis on art from the moment they walk into the hotel? Or is it something they have to seek out on their own?

CB: Our Le Méridien guests will experience moments of discovery throughout their stay. It begins at Arrival with artwork on the hotel doors, curated by Jerome Sans, Le Méridien’s Cultural Curator, and created exclusively for our hotels by our LM100 members.

Additionally, LM100 members have contributed to other brand elements to create subtle moments of discovery and inspiration, including the 24-hour soundscape by Henri Scars Struck in the elevators, Video Art by artist Marcuss Kreiss and LM01 scent (including candles and diffusers) by Le Labo.

We're now in the process of transforming our lobbies into creative hubs designed to stimulate creativity and social exchanges. Our Hubs will provide a “coffeehouse vibe” and feature Le Méridien’s signature "A New Perspective" event series, which are culture talks with global and local creative spirits.

For instance, last November, Le Méridien Philadelphia hosted “A New Perspective” event with the Italian artist Michelangelo Pistoletto that engaged guests in his career retrospective at the Museum of Art.

HC: What has the response been like to the UNLOCK program so far? Are guests taking advantage of their key cards?

CB: Le Méridien guests are definitely taking advantage of the UNLOCK Art program, and our associates are also inspired and eager to educate hotel guests about UNLOCK Art upon check in.

Interestingly, the keys themselves have also become a sort of collectible item, especially Chinese contemporary artist Yan Lei’s concentric circle design, which has returning guests requesting a different key each time to complete the series.

Thanks Carlos for taking the time to explain the Creative Class to us. Now, HotelChatter Mavens--Have you stayed at a Le Meridien lately? Did the experience fulfill your inner artist? Let us know in comments below!

[Photo of Le Meridien Abu Dhabi: UggBoy/HotelChatter Flickr Pool; Photo of key card: Ken Lee/HotelChatter Flickr Pool]