罗昂设计丨凯悦携手如家打造酒店品牌

01打造全新品牌

凯悦集团与首旅如家集团携手推出全新酒店品牌“逸扉酒店 (UrCove by HYATT)”，logon.design罗昂受邀参与了部分概念研发与酒店设计。一方是世界一流的酒店管理集团，一方是坐拥4,000余家酒店版图的国内酒店连锁业巨擎，如何博采凯悦与如家双方众长，打造一个根植于中国,面向中高端商旅市场的全新品牌成为项目启动之初的最大挑战。

logon.design was invited to create UrCove as a new brand with Hyatt and BTG Homeinns Hotels  -  one being a world-class hotel management group, the other being a major domestic hotel chain giant with more than 4,000 hotels. The opportunity was obvious, as in each respective market, both companies are leading in providing outstanding hospitality for their respective customers, one at the highest possible level, the other at the best possible budget.

一方面传承双方品牌文化与基因，结合凯悦在高端酒店方面的专业经验，以及首旅如家集团在中国市场的深刻洞察力与庞大网络，为本土酒店业树立新标杆，打造兼具规模化和高品质的全新中高端酒店品牌。另一方面精准锁定目标客群，突破传统酒店惯例，打造与设计新型酒店服务，旨在满足蓬勃增长的中国新一代商旅出行人士的的出行需求。

The challenge, however, was on one hand to create a brand that inherits both Hyatt and BTG Homeinns Hotels' best genes to successfully compete on an already diversive and competitive hotel market. On the other hand, and probably more important, was the challenge to create a new type of hostpitality to accommodate the needs and expectations of a new generation yet demanding type of traveler.

02上海静安逸扉酒店

作为逸扉品牌全球第一家店，上海静安逸扉酒店坐落于繁华的静安寺商圈。开业后的逸扉酒店旨在为客人提供不同于传统酒店的精致设计、周到服务和时尚设施。

This property in Shanghai,was selected as the first Urcove hotel to provide a place where guests can experience and comment on different design features, facilities and services.

品牌启动之初，logon.design罗昂向Hyatt凯悦和BTG Homeinns Hotels首旅如家团队提供了品牌策略建议，品牌与设计并非遵循传统酒店的打造手法，而是以“友谊”为出发点，旨在以朋友般贴心的服务带给客人舒适自在的优质旅行体验， UrCove 意为“您的港湾”，寓意似家般的舒适安逸，一如为远航途中的船只提供安心港湾。这也为设计突破传统酒店惯例，尝试全新的解决方案和理念提供了可能性，也赋予朋友般的关怀与服务更多灵活性。

logon.design suggested a brand new strategy to the joint team of Hyatt and BTG Homeinns Hotels that not to apply branding and design like a usual hotel, but to think from another angle: Friendship. Provide a place like a home, and welcome the guests like friends. This frees the requirements from standard conventions of hotel design, opens opportunities for new solutions and ideas, and allows flexibility in the service provided by the hotel - or by friends for friends.

03公共空间

酒店大堂没有打造标准的空间模型，而是作为研发和测试创新想法的试验场。一层不仅仅是酒店大堂，更是一个沉浸式的社交空间，融入了自助吧台、灵活座位区、会议室和阅览空间。灵活开放的服务式岛台可以实现在线登记、自助登记或是由友好的酒店员工协助登记。

The ideal of this hotel was not to be the one model to be copied to other UrCove hotels, but to provide a space to develop and test new ideas. The ground floor is a meeting space rather than a hotel lobby, with a bar counter, various flexible seating zones, meeting room and a library. The flexible, open check in counters are located in the background only, and offer either online check in, self check in or assisted check in by your new friends (the hotel team).

由于物业的特殊性，餐厅设在二层，逸扉餐饮继承凯悦品质，为酒店住客和他们的在地朋友提供全时美味餐点。丰富健康的餐饮选择如朋友想着您“美食每刻”，为差旅注满能量。

Due to the specific situation of this building, the dining area is located on the second floor, where a Hyatt trained F&B team provides delicacies for both hotel guests and their local friends - a key element of the friendship concept.

04自在客房

逸扉酒店旨在打造惬意自在的环境氛围，让住客仿佛置身于朋友的公寓中，舒适放松。基于物业条件，房间的类型和尺寸不会总是标准的，在静安逸扉，设计巧妙的将变劣势为优势，提供不同的客房功能区划解决方案, 住客在宽敞的客房中，感受工作和生活的平衡，拥有特别的居住体验。

UrCove will always provide a comfortable and relaxing stay for its guests. However, just like a friends’ apartments, the properties might not always provide a standard room types with standard dimensions - just like UrCove Shanghai Jing‘an. Intelligently designed, this can actually be turned into an advantage, as the guest can experience a different stay.

静安逸扉拥有一系列不同布局、设计的客房，充分运用装饰材料营造住家体验，致力于为商务旅客打造一处熟悉、舒适、放松身心的庇护所，一座商旅途中的温馨港湾。

A series of rooms with different layouts, designs, features and materials were developed and built, and are now open to guests to visit and stay. All rooms share a comfortable and cozy atmosphere.

惬意自在氛围融入产品体验、实用哲学融入设计美学，目前多家逸扉酒店已在中国大陆陆续开业，未来五年将在更多一二线城市广泛布点，深耕中国市场，并逐步走向海外。

UrCove is already rolling out a large number of hotels in China now, will be hundreds more locations in the coming five years and gradually to the overseas.

在逸扉酒店，我们以朋友般贴心的服务，

带给宾客舒适自在的优质旅行体验。

UrCove, Your Friend.

关于logon.design

logon.design罗昂设计是具有德国背景的国际设计公司，2005年创立，专注于为城市规划、建筑和室内空间提供创新型解决方案。我们深信，成功的设计来自对建筑选址与定位、城市与文化、人群与肌理、以及商业模式与市场趋势的综合考量。设计初始，罗昂跨学科的团队展开对项目的创新型研究，提供设计解决方案和商业策划，这使得logon罗昂以更为客观并宽广的视角提供“一站式”服务。15年以来，罗昂与各个行业及领域的开发商合作，在城市规划、建筑以及室内设计领域呈现众多不同风格及体量的作品，荣获海内外诸多重要的设计奖项，为业内人士肯定的同时，更专注于连通公众，为人们打造品质空间。

logon.design is a contemporary German-Chinese architectural design firm which was co-founded in 2005. We are specialized to provide our clients with innovative architecture, landscape and urban planning and interior design solutions. We believe that successful design must consider site and location, city and culture, the people using it and surrounding context, as well as business mode and market trends. Our multidisciplinary team extensively researches and provides strategic analysis before tackling any project. That’s how our practice has pioneered a full package design services for various types and scales of projects. For over 15 years, we cooperated with a wide array of developers to achieve projects in different style and size. We place great importance on the viability of the business model, to create better places for people. As proof of our design excellence, logon projects have regularly won awards and been recognized in the media and industry forums and exhibitions worldwide.