Hybrid hospitality firm The Social Hub has unveiled its new ‘next-generation’ room design set to be launched at its The Social Hub Amsterdam property and later rolled out across its European portfolio.
This next-generation concept is part of the hybrid hospitality leader’s strategy to elevate its offering as it continues to grow its footprint across Europe. A number of ‘premium rooms’ are currently piloted and available for booking at The Social Hub Amsterdam City for stays beginning 20 July.
Following this, over the coming years the design will be gradually adapted and rolled out across the entire portfolio with the brand’s diverse community in mind.
The premium room features include:
Hybrid utility space for two guests to lounge, work and play.
King-size bed and choice of pillows, plush chairs and tables to work, study or relax.
A spacious bathroom with rain shower and double sink, featuring Zenology toiletries and bathroom tissue
produced by The Good Roll with 100% European recycled paper.
‘Clever solutions’ designed to comfortably unwind with the use of warm colour tones, fabrics, wooden floors, dimmable lighting and more.
The company said the new room concept is the result of a more than a year-long process to perfect the offering. This includes basing the design research and insights obtained via internal and external surveys, focus groups with staff and guests, design expert consultancies, and more.
The design is being led by Italy’s Rizoma Architetture alongside a curated selection of partners with shared purpose-driven values such as The Netherlands’ DUM Office (chairs) & ByBorre (fabrics), and Denmark’s Kvadrat (fabrics).
Marion Koopman, The Social Hub’s chief operations and commercial officer, said: “After much research done to understand exactly what our varied guest profiles are really looking for, we’ve landed on a new room concept that represents the evolution of our brand’s design experience. Our approach aims to transport guests from ‘we’ community-centric spaces to a ‘me’ zone featuring a more sophisticated and values-driven experience. With this rollout we will also align our hubs to a higher category competitive set which we are aiming to move towards.”