Le Méridien: Music’s Role in Brand RevitalizationCase Study By The Other Side of the Brain"Henri's work was unique, innovative, and inspirational. It contributed to the transformation of the guest experience at Le Meridien, Starwood's international luxury hotel chain." - EZ, former global brand leader Le Méridien and W Hotels. Business Context: In 2005, Starwood Hotels & resorts (HOT) acquired Le Méridien, a storied hotel chain of 110 properties created by Air France in 1972 to deliver a tas
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T H E O T H E R S I D E O F T H E B R A I N 226 Fifth Avenue 6 th floor - New York NY 10001 T 212 213 1545 F 212 213 1568 www.theothersideofthebrain.com [email protected]Business Context: In 2005, Starwood Hotels & resorts (HOT) acquired Le Méridien, a storied hotel chain of 110 properties created by Air France in 1972 to deliver a taste of French sophistication in the most important cities served by the airline. Over time, this original focus has been lost and by the time of the Starwood acquisition, Le Méridien had largely lost its distinctive flavor and cachet. How could the brand of Le Méridien be reinvigorated? This insight provided the psychological framework within which to reconsider all aspects of the hotel experience, with a particular emphasis on unique sensory experiences. The “Unlock Art” program encompassed multiple initiatives, all designed to create a set of experiences that would appeal to the creative guest. Highly visible elements of the “Unlock Art” program included: • The pairing of each Le Méridien hotel with a modern Art institution in the same city, with regular art lectures occurring in the hotel itself • The guest’s room key (each designed and signed in limited edition by an acclaimed international artist) provides the guest with free access to that museum • The work of photographers, painters and visual artists are displayed in the lobbies and often on the entrances to the hotel themselves (decals on the glass doors) • Signature dishes are created by chefs such as Jean-Georges Vongerichten • Coffee is exclusively provided by Illy coffee The “Unlock Art” program also encompasses more subtle elements that add a sensory richness to the experience of staying at Le Méridien: • A singular fragrance is used in all properties, to create a distinctive feeling of familiarity whenever a guest is at Le Méridien, no matter where in the world • A unique 24 hour soundtrack was composed, that is played at two locations that have a defining impact on the guest’s experience – when they first enter the hotel, and in the elevators Le Méridien: Music’s Role in Brand Revitalization Case Study By The Other Side of the Brain "Henri's work was unique, innovative, and inspirational. It contributed to the transformation of the guest experience at Le Meridien, Starwood's international luxury hotel chain." - EZ, former global brand leader Le Méridien and W Hotels. The insight and the new concept On one level, the luxury hotel industry is awash with identical flat panel TVs, expresso machines and high thread-count sheets. True differentiation lies in the distinctiveness of the experience that is delivered (a point of view epitomized by Ritz Carlton’s motto “We are Ladies and Gentlemen serving Ladies and Gentlemen”). Starwood’s insight for Le Méridien was around the enduring appeal of French sophistication to the creative guest. Le Méridien’s heritage and presence in prime locations in many of the art capitals of the world created the opportunity to offer a distinctive experience for the creative guest – one who is curious, modern, well travelled and eager to discover new things.
Transcript
T H E O T H E R S I D E O F T H E B R A I N226 Fifth Avenue 6th floor - New York NY 10001T 212 213 1545 F 212 213 1568
Business Context:In 2005, Starwood Hotels & resorts (HOT) acquired Le Méridien, a storied hotel chain of 110 properties created by Air France in 1972 to deliver a taste of French sophistication in the most important cities served by the airline. Over time, this original focus has been lost and by the time of the Starwood acquisition, Le Méridien had largely lost its distinctive flavor and cachet. How could the brand of Le Méridien be reinvigorated?
This insight provided the psychological framework within which to reconsider all aspects of the hotel experience, with a particular emphasis on unique sensory experiences. The “Unlock Art” program encompassed multiple initiatives, all designed to create a set of experiences that would appeal to the creative guest.
Highly visible elements of the “Unlock Art” program included:• The pairing of each Le Méridien hotel with a modern Art institution in the same city, with regular art lectures occurring in
the hotel itself• The guest’s room key (each designed and signed in limited edition by an acclaimed international artist) provides the guest
with free access to that museum• The work of photographers, painters and visual artists are displayed in the lobbies and often on the entrances to the hotel
themselves (decals on the glass doors)• Signature dishes are created by chefs such as Jean-Georges Vongerichten• Coffee is exclusively provided by Illy coffee
The “Unlock Art” program also encompasses more subtle elements that add a sensory richness to the experience of staying at Le Méridien:• A singular fragrance is used in all properties, to create a distinctive feeling of familiarity whenever a guest is at Le Méridien, no
matter where in the world• A unique 24 hour soundtrack was composed, that is played at two locations that have a defining impact on the guest’s
experience – when they first enter the hotel, and in the elevators
Le Méridien: Music’s Role in Brand RevitalizationCase Study By The Other Side of the Brain"Henri's work was unique, innovative, and inspirational. It contributed to the transformation of the guest experience at Le Meridien, Starwood's international luxury hotel chain." - EZ, former global brand leader Le Méridien and W Hotels.
The insight and the new conceptOn one level, the luxury hotel industry is awash with identical flat panel TVs, expresso machines and high thread-count sheets. True differentiation lies in the distinctiveness of the experience that is delivered (a point of view epitomized by Ritz Carlton’s motto “We are Ladies and Gentlemen serving Ladies and Gentlemen”). Starwood’s insight for Le Méridien was around the enduring appeal of French sophistication to the creative guest. Le Méridien’s heritage and presence in prime locations in many of the art capitals of the world created the opportunity to offer a distinctive experience for the creative guest – one who is curious, modern, well travelled and eager to discover new things.
The resultsThe hotels that were part of the initial 10-property program reported such favorable guests responses (not just regarding the music, but for the overall hotel experience) that the program was swiftly rolled out to all 110 hotels.
The “Unlock Art” program was a spectacular success, earning Starwood a number of impressive industry awards including:• Voted number one overall upper scale hotel brand in
2010 by US Business Travel News. • Le Méridien’s Arrival Experience was named the Most
Innovative Concept in the Upscale Hotel Industry at the Worldwide Hospitality Awards in Paris (December 2009)
The commercial results were as impressive:• Le Méridien’s global average daily rate (ADR) as well as
its Revenue per Available Room (RevPar) indexes in 2011 were the highest in the history of the brand
Conclusion
It is hard to make a definitive assertion about the role played by the music in the renaissance of the storied brand of Le Méridien – but we believe that the guest satisfaction, anecdotal feedback, and new-found loyalty to Le Méridien are indicators of its power.As artists, we are proud of our role in the commercial success of the brand, and proud of being the authors of the innovative concept of a 24-hour soundtrack. But our greatest pride is in transforming the traditionally awkward elevator ride into a memorable part of a guest’s stay.
Le Méddien s'ouvte à I'art Camouflagerelation clientLa chaîne d'hôtels haut degamme s'entoure d'artistespour toucher une clientèlesensible à la création etémeçr sur un marché qui,de plus en plus, mise surdes marques nstyle de vieu.
ans I'hôtellerie, la construc-tion de marques fortes tendà reléguer au second plan lesprincipaux critères de choix
d'un hôtel: le prix et la localisation.Iæ Méridien n'y échappe pas. Cettemarque haut de gamme, fondée en197 4 par Atr France et qui compteaujourd'hui cent vingt hôtels, a ainsidécidé d'investir le thème de la créa-tion. Sanvood Hotels&Resors flWes-tin, Sheraton, St. RegisrW Hotels,etc.), qui a racheté la chaîne en2005,a appliqué la méthode maison.
<Chaamp des marEres est associrfu. àtrois valann cltâs, explique EvaZiegle4la vice-présidente senior en chargede la marque. Pour Le Meri.dîm,rnusarLons opæ pour "chicttr"cultured" et"discwery" m puisant darn ses racineset m'irrcriaant dnru le XXI" siàcle les aa-burc anarMes àla Frarrce:le stylc,l'art,la gastrowmie a Ia mode. > It Mêirdrenviseunpublic sensible à la céation quiralaillehors des bureaux et representepnes de 150 milliors d'individus de parle monde, tels les avocats et les consul-tartts. <Aajourd'huiril ne s'agit plw decibler des populations néparties par sexe,nanche d' âge at ranenur mais par axin deet style de vie>, précise Eva Ziegler.
Partenadats exclusifuPourmettre enmusique cette nou-
velle statégie, Eva Ziegler s'est entou-rée de Nicolas Kenedi, fondateur deI'agence-conseil en stratégie de mar-ques Ikône, etJérôme Sans, directeurartistique et commissaire d'exposi-tion, cofondateur du Palais deTolç'o.I-a mission de ce dernier: nouer despartenariats exclusifs avec des insti-tutions et des artistes d'avant-gardeen arts plastiques, architecture, modeet gastronomie au sein d'un collectifbaptisé I-Nt100.Il comprend à ce jour
douze membres, mais devrait à termeen compter cent.
Parmi eux, Michael Lin, I'un despremiers artistes à décorer la cartemagrrétique de I'hôtel appelée à deve-nir une piece de collection. Elle donneaccès gratuitement à un musee ou à unlieu tourné vers la création contempo-raine déniché, dans chaque ville, parJérôme Sans. On trouve aussi le chefcuisinier alsacien Jean-Georges Von-gerichten, qui proposera en 2008 deslinnovations pour le petit déjeuner, le Imusicien Henri Scars Struclç auteur Id'une pièce sonore et musicale dift- Isée dans les halls et les ascenseurs deshôtels, Eddie Roschi et Fabrice Penot,fondateurs de la société de parfrmssurmesure Iæ Labo et createurs d'une<fragrance signaturer diftrsée dans læhalls. Ou encore le célèbre photogra-phe Ralph Gibson, dont les æuwesoment la pofte d'entrée du Méridiende Monaco.
Des photos deRalph Gibsonornent laporte d'entréedu Mérldiende Monaco.IartisteMlchael Lin,lui, a rewla cartemagnétiquedes hôtels.
<La première impression d'un clientest mujours decisive. C'est pour æln quenous travaillons, des I'entree de celui-cidans un de nos hôtzk, sur totu les settsr,commente EvaZieSer Iæ Méridier5qui a investi pas moins de 10 millionsde dollars (près de 7 millions d'euros)dans ce nouveau positionnement,mise particulièrement sur son site In-temet, prochainement en ligne, pourprésenter I'ensemble de ses artistespartenaires, organiser des tchats avecerrx ou proposer des destinations enfonction de I'humeur des voyageurs.læs relations publiques, elles, ferontle reste. Des soirées événementiellesmêlant insullations artistiques, clients,artistes et journalistes seront organi-sées dans leshôtels.Itodraine en date:le 2 décembre, à Miami états-uni$.
Delphine Masson
f, tors que les entreprisesflse rancenr oans oesopérations de reboisement,histoire de se déculpabiliserde leur consommation de CO2,Aigle choisit de militer pourla réintroduction de I'espècehumaine dans la nature. Aprèstout, I'homme n'est-il pasun animal (presque) commeles autres? Pour y parvenir,elle nous rappelle que sonoffre nous permet d'êtretellement en osmose avecI'environnement qu'elle annihiled'emblée toute capacitéde nuisance de notre part.
La straté$e n'est passeulement créative, car enrupture avec les discoursécologiques consensuels,elle est habile aussi. D'abord,parce qu'elle induit I'idée queles vêtements et accessoiresAi$e sont faits pour vivre avecla nature, et pas seulementdans la nature, comme leprétendent d'autres marquesde sportswear. Ensuite, parcequ'elle renouvelle lesconventions des discours demode. Alors que les marquesde prêt-à-porter ne cessentde prôner la différenciation,au nom de I'expressionpersonnelle (,, afft rmez votrepersonnalitéo), Aige noussuggère le mimétisme avecnotre environnement en nousproposant des vêtementsqui nous rendent invisibles.Paradoxe? Pas tant que ça,ll suffit d'observer les rues pourse rendre compte que la quêtede différenciation, pourtantrevendiquée par chacun, n'estbien souvent qu'une illusion...
Stratégies n'1-475 I/Y,/2OO7 1Dernières marques en vue sur wwwstrateEies.fi
> wwwstaruoodhotels.com
The soundtrack involves the layering of three elements – music, nature sounds, and voices. The music composition and voices were all original recordings captured in our state of the art studio in New York. We recorded some of the nature sounds ourselves while traveling and licensed the rest. Our original music composition were inspired by sounds from the Middle East, Spain, French, African, Chinese, Japanese, Brazil, Argentina, West Indies, Eastern & Western Europe to name a few. To preserve the element of surprise and delight, the music was not structured as regular songs with verses and chorus – rather, it changed constantly between short intervention and long instrument improvisations on natural sounds.
Recognizing that Le Méridien’s properties included both urban and resorts locations with fundamentally different moods to each, we created different 24-hour soundtracks for each.
The Music ConceptStarwood contacted The Other Side of the Brain in early 2007 with the request for an exclusive music program for their guests. They expected some new take on the usual hotel lounge music. We shared our vision for a 24-hour original composition that mirrored the changing moods of a human being over the course of a day. This was something that the creative guest would truly appreciate!
So we composed a 24-hour soundtrack of original music, divided into four periods of six hours each. The guest is treated to original melodies overlaid with thousands of natural sounds over the course of 24 hours. The music never repeats itself. The four periods mirror the mood and energy of the guest - water in the morning, forest in the afternoon, markets and cafes in the evening, and crickets and campfires during the night.
T H E O T H E R S I D E O F T H E B R A I N226 Fifth Avenue 6th floor - New York NY 10001T 212 213 1545 F 212 213 1568
