It’s not a secret that right now is the time for hotel companies to make the most of soft branding. Even for giant chains, the idea of rigid brand standards has been relaxed in the name of competing with the cool factor of independent lifestyle hotels. The 57-key Hotel Indigo Paris – Opera is a testament to just how well some of the industry’s biggest names have learned that lesson.
The property marks the flag’s first in France. For the design, the team knew it had to keep the local part of the brand’s mandate in mind. However, they wanted to move beyond the classic definition of French style to find a more modern vibe that still clearly echoed the capital’s culture and heritage.
They decided to base much of the design around artwork that melds traditional imagery (a cityscape and a lady with a horse) and vivid modern hues. Lush textures like drapery in the guestrooms and brocades on the chairs in the bar add a hint of old-world opulence while gleaming metal balls provide a modern spin on ceiling decoration.
“We’re proud to be opening our first Hotel Indigo in France in the key location of Paris,” said Tom Rowntree, vice president, brand management, upscale an luxury brands, Europe, IHG. “The hotel has been designed to reflect all of the charm and style of this fashionable and dynamic city to give guests a truly Parisian experience.”
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