Stylish City Centre Hotel with Urban Aesthetic and Industrial Architecture

Project of the Week: SBID Awards Finalists 2019

This week’s instalment of the #SBIDinspire interior design series features a striking yet stylish boutique hotel design in Germany’s fifth largest city; Moxy Frankfurt City Center emulates the exciting nightlife and eclectic scene of downtown Frankfurt with neon play area, modern guest lounge, urban aesthetic, vibrant wall murals and cool, artistic flair.

JOI-Design created Moxy’s new European guestroom brand standards and implemented them into this new-build project. This rethink led JOI-Design to also develop Moxy’s next generation of public areas featuring clean-lined, industrial architecture with a more “grown-up” vibe than previous locales. Multi-functional public areas fuse the urban with the urbane, picking up on the street culture and warehouse aesthetic prevalent downtown. Visible ceiling pipes and exposed concrete walls create “industrial chic” with a coordinated mix of stylish furniture, loud beats, humorous touches and textured details discovered upon second glance. Typeset artwork along with bear and bull references allude to the nearby stock exchange and the site’s former life as newspaper Frankfurter Rundschau‘s headquarters.

SBID Awards: Hotel Public Space Design finalist sponsored by Viva Lagoon

Practice: JOI-Design

Project: Moxy Frankfurt City Centre

Location: Hessen, Germany

What was the client’s brief? 

Our brief was to fully understand the Moxy spirit and create a world that would allow it to flourish. We were initially commissioned to develop new guestroom brand standards for Moxy hotels in Europe, and then also to bring these to life through the Frankfurt property. It was important that our design would let guests soak up local culture.

What inspired the interior design of the project? 

Many things! Moxy’s target market is moving towards a digital nomadic lifestyle. The flexibility of mobile working has led to a greater mix between work with play, with short stays lasting one or two nights. These are travellers who fit everything into carry-on luggage and make the most of travel adventures with party nights out. At the same time, they also remain conscious of their health and wellbeing. As a result, the guestrooms are a relaxing retreat for sociable guests, places where they can rebalance with calm and organized interiors designed for maximum efficiency and minimal wastage. Closets aren’t needed, since travelling light means minimal storage is required, so we designed the latticed “functionality wall”.

In the public areas, influences from the site’s former life as newspaper Frankfurter Rundschaut’s headquarters appear through allusions to typography and journals. The nearby stock exchange also comes into play with bull and bear motifs referencing the rise and fall of market shares. A geometric bull sculpture hangs on a bare concrete wall, while a gigantic teddy bear welcomes guests with a wink. Located at the hotel entrance to attract the attention of passersby is a graffiti mural by Herakut, an internationally acclaimed artist duo with roots in Frankfurt.

What was the toughest hurdle your team overcame during the project?

Marriott initially asked us to design guestrooms in line with the existing brand standards. As the project progressed, they asked us to develop the new Moxy identity, which of course we were very happy to do. The challenge came when they asked us to apply it to the new-build Frankfurt hotel at a very late stage in the project. The building was already under construction with the layout, power points, etc… for our first design, so we needed to work around these restrictions and make the guestrooms function as best possible with the new guidelines.

Also, the public areas floor area is not actually very large, but we needed to accommodate four zones as specified in Moxy’s standards: the library/work space; the welcome section; the F&B facilities; and the lounge. We created a layout with a natural, open feel that flows well from one space to the next.

What was your team’s highlight of the project?

Creating a new destination in a style that is different for Frankfurt hotels, and within the exciting building designed by the respected Hamburg-based architect Hadi Teherani, was inspiring.

Herakut’s graffiti mural is one of our team’ favourite parts of the interiors. We specified the art should relate to the bull and bear theme and the stock exchange, while also instilling an impression of the locale. The result is a street art-styled mural that shows two children playing in bear and bull costumes – a young-spirited approach that hints at German fairytales and helps establish the lively, light-hearted atmosphere that attracts not only guests, but also locals wishing to work, relax or meet others.

Why did you enter the SBID Awards?

The SBID International Design Awards celebrate imagination, talent and commitment to interior design excellence across many types of projects around the world. It’s an honour to have our creativity and passion recognised by a highly respected professional organisation, the impressive award judges and our colleagues in the global design community.

Questions answered by Corinna Kretschmar-Joehnk and Peter Joehnk, Co-managing Directors of JOI-Design

We hope you feel inspired by this week’s Hotel design! Let us know what inspired you #SBIDinspire

If you missed last week’s Project of the Week featuring fluid architectural curves with the V Line Cosmetic Center in Hong Kong, click here to see more.

SBID Awards 2019 | Hotel Public Space Design finalist sponsored by Viva Lagoon