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Tangram

Disrupting the hospitality market

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Identifying room for opportunity

Kempinski Hotels traditionally offers luxury hospitality, but it realized there was a market gap in Chinese accommodations. With only five-star luxury or two-star dreariness to choose from, business travelers had limited hotel options. Kempinski seized the opportunity, selected Beijing as its first location, and engaged Landor to innovate a three-star offering designed to meet business guests’ ever-changing needs.

What we did

  • Brand strategy & positioning
  • Product & service innovation
  • Research & market analysis
  • Identity
  • Naming & verbal branding
  • Room layout
  • Furniture design
  • Architecture
  • Signage
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Making business travel more enjoyable

Landor’s research revealed that most business travelers considered their hotel stays an unavoidable and unpleasant interruption to their busy lives. The new three-star brand could differentiate itself by providing a flexible stay where professionals could work, relax, and remain connected.

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Switching on and off

We anchored the brand experience in the core concept of switching “on and off,” according to one’s needs. Check-in could be fast and automated, or relaxed and personal. The lounge could work for formal meetings or chill chats, while in-room modular “bed-desks” enabled plush crash pads to transform into fully functioning offices in a snap—despite the room’s 20 square meters. Even the hotel name, Tangram, nods to modularity, referring to the Chinese geometric puzzle with multiple configurations.

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The key to flexibility

In China, many business travelers do not have credit cards, making payment for hotel services onerous. We created a universal prepaid Tangram key card that could be used for check-in and check-out, room access, debit card, and loyalty programs. The card also enables guests to combat boredom by taking advantage of unique services such as Stop&Shop with Xbox, iPod, and laptop rentals.

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Expanding to new markets

Since opening, Beijing’s Tangram Hotel has enjoyed steadily rising occupancy rates, stellar ratings on TripAdvisor and Ctrip, and a consistently booked restaurant. Tangram opened a second hotel in Kurdistan, and plans to open hotels in more emerging markets in the near future.