Creative report voor Leerhotel het Klooster
Concepting (Concepting)
Fontys
Reacties
Preview tekst
Creative report Introduction SOFIE SOFIE is a team of Communication students of Fontys Academy for Creative Industries. SOFIE is derived from the Dutch word ‘’Filosofie’’, philosophy in English. The name is chosen, because the fact that SOFIE means life wisdom and filosofie means knowledge. We share our wisdom and knowledge with each other to create a great product for this assignment. Our team consists of six members: Noor van Rooij I am a 20 year old creative who is eager to learn and always in the mood for a laugh. You can count on me for new ideas and concept development. Eva Collier I am a 22-year-old visual thinker and concepter. I focus on the design aspect of the assignment. Bibi van de Griendt I am Bibi and I am 22 years old. I am the activator of the group, I try to get everyone excited and I keep track on the planning. Emma Stokwielder I am Emma, 23 years old and a graduating student at the Fontys ACI. I try to take the concepts and ideas from our group to another level by keep thinking further then the rest, and in that way activate the creative environment within the group. Zillah Cornelissen Hi, my name is Zillah and I am 20 years old. I like to work with people, especially with people who work hard and keep things organized. I like new challenges and thinking about new and unique ideas. Felicia Vervaet Hello, I am Felicia and I am 20 years old. I like to organise everything and to plan everything out. I love to work in groups with people who are eager to create good products and love to work with each other as well. The assignment For the Advanced Course Concepting plus, SOFIE is asked to create a creative report for Leerhotel Het Klooster in Amersfoort. SOFIE is asked to create a living concept out of an already existing concept of a different group that did the assignment before us. Out of this living concept SOFIE created a dormant, awakening and living part of our concept. The creative report contains of different chapters: Chapter one Context analysis: this chapter contains all the intern, extern and target audience analysis of Leerhotel Het Klooster. Chapter two Design map: this chapter contains the design map created that is created for our concept for Leerhotel Het Klooster. It contains the logo, colour pallets, typography choices and a moodboard that fits the concept. 2 Introduction....................................................................................................................... SOFIE.............................................................................................................................................................................................. 2 The assignment.......................................................................................................................................................................... 2 Introduction client............................................................................................................. Contextanalysis.................................................................................................................. Trends.............................................................................................................................. Value Fit........................................................................................................................... Designmap....................................................................................................................... Test results...................................................................................................................... Conclusion....................................................................................................................... Individual......................................................................................................................... Literature......................................................................................................................... Attachment...................................................................................................................... 4 Introduction client Hotel & School Leerhotel het Klooster in Amersfoort is a place with a lot possibilities. It is not just a hotel, but you can enjoy a lot of activities according to the Dutch gastronomy, such as events, business meetings, weddings, congresses, parties, diners/drinks and overnight stays. Besides a hotel is the building at the same time the perfect learning environment for MBO students from the hotel school. The students learn and work at the same time. [ CITATION Lee18 \l 1043 ] History Leerhotel Het Klooster has a rich history. After the building was completed in 1956, it expanded into a Gymnasium with more than 400 participants and later even 900. Since the arrival of MBO Amersfoort the building was all about education and it still is. But, eventually they turned the building also into a hotel. The function of a hotel and a school were combined. The most remarkable element of the building is the high tower, which has the function of a water reservoir. The monastery is designed by architect Jos C. Schijvens who is born in Tilburg. There is also a major garden in the monastery that contributes to the spiritual function of the monastery. [ CITATION Lee18 \l 1043 ] Vision & Mission The vision of Leerhotel het Klooster is: ‘A good vocational training forms the basis for a successful career’. This is based on their view that it is important to prepare their students for when they are having a job. The students are learning a lot in the hotel and this will help them to actually get the job. The mission which is logically following from the vision is that the hotel wants to offer young people a step towards a full role in society. Next to this, the hotel has some core values: Nostalgia, Open, Meet and All-round. [ CITATION Ast17 \l 1043 ] 5 Corporate identity: Containing to the part about the corporate identity of ‘A Story Worth Telling’, Sofie thinks that at this moment, the Leerhotel doesn’t have a clear identity yet. We could admit this after our visit, as the style and symbolism is at this moment a mixture of different colors and styles. The restaurant is completely renovated in the style of Sissy Boy. It is very modern and elegant, compared to the other sober rooms. The color purple is implemented in different expressions, as this is also the color of the students uniforms. Furthermore, is the lightning in the big hall purple and is this the color of the logo, but is the color not very strong represented in the rooms. SWOT Analysis The authors of A Story Worth Telling, used the SWOT-analysis to make a complete analysis. Sofie added some points to complete this analysis, targeted at the business market. Strengths: - Monumental building - History - Design - Staff/Students - Learning opportunities Sofie didn’t add parts to the strengths and agrees on these called unique selling points. Weaknesses - A chilly atmosphere - Design / Decoration - Vision - Students - Unclear directions and signs In addition to these weaknesses that are written in the report of ‘A Story Worth Telling’, Sofie would like to add: -Corporate identity - The suites There is a big gap in the corporate identity and that the suites aren’t representable for the service the hotel would like to give. 7 Opportunity’s - Location - Lot activity nearby In addition to the opportunity’s, that are written in the report of ‘A Story Worth Telling’, Sofie would like to add: - Money and resources - Collaborations Because of the fact that the school gains a lot of money by saving money to staff, the Hotel doesn’t have to safe a lot of money and by working together with different parties, there can be saved a lot of money as well. Threats - Remote - Findability - Monumental Building - Accessibility Sofie didn’t add parts to the threats. A Story Worth Telling The concept we have to continue on, is as mentioned before ‘A Story Worth Telling’ , created by fellow students of Fontys ACI. The concept of these students is based on the results of their research and tests in September/October 2017. The awakening concept The vision they created is: ‘We believe that every learning experience, starts with a story” (A Story Worth Telling, 2017). This is the conclusion after creating different value fits in the dormant stage. With this vision, they created a living concept. The living concept A Story Worth Telling, is based on the trend storytelling in addition to the fact that the Hotel is located in a monastery. This combination makes sense of course, and is implemented in the whole customer journey. This concept, nevertheless, is developed for all the visitors of the hotel, and that is the reason why we have to search for the translation of this concept for the business market. A Story Worth Telling, gives the visitors of Leerhotel Het Klooster, the full experience of how the monastery used to be used during it’ s glory days. 8 Motifs business visits Almost 75% of the 3,6 million international business travelers came to The Netherlands with an individual business reason in. The most common reason was to participate in a business meeting. [ CITATION NBTnd \l 1043 ] Country of origin Most of the business travelers came from the UK or USA. Travel and accommodation About 70% planned their trip for one till three days. 97% stayed in a hotel and Amsterdam is the most popular place to visit for business related trips. Most of the visits take place in March, May and November. Visitor behavior Besides the business related activities there are some other activities that are popular when the business people have some time for their selves. The most popular activity is a city walk. Also having drinks or diner in bars and restaurants and shopping are popular. Appreciation 80% of the business travelers are very enthusiastic about their visit in The Netherlands. They rate it as good or really good. Only 5% rates it as temperate or bad. National business travelers The Netherlands counts 3 million business travelers in their own country. The business travelers often go just for one overnight stay. [ CITATION NBTnd \l 1043 ] Motifs business trip 25% of the 3 million business travelers are travelling for education of to attend a training. About 40% is travelling to participate in a meeting and the left part is travelling for an individual motive. Destinations Most of the business trips are going to Noord-Holland, Utrecht and Gelderland. Expenses Meetings affords the largest amount of money. Each business traveler spends about 992 euro per business trip. Some numbers The amount of congress- and meeting rooms in The Netherlands: [CITATION Cen07 \l 1043 ] - 1.648 organizations - 373 congress locations - 751 hotels - 1450 conference rooms - 619 other types of locations for business meetings - 2000 unique conference rooms - Numbers that are showing the biggest growth: trainings and internal meetings. 10 - Rotterdam: fast growing businesses. This market has grown with 150% in a threeyear period. [ CITATION Jan16 \l 1043 ] Amount of participants per meeting is growing. There is a high internal involvement for the choice of the location for the meeting. [ CITATION NBTnd \l 1043 ] Business market developments The pace of changes within the business went very quickly the last couple of years. It is difficult to keep an eye on all those developments. The question is how the business people can deal with all those changes and will not let it become a problem. [ CITATION Kor17 \l 1043 ] The upswing of ‘smart technology’ has changed the business in all aspects. These days it is very important for companies to get insights out of big data and directly apply these insights to enlarge their brand relevance. Practicing big data Earlier, getting new insights due to analyze big data was more of a thing for big companies. In 2017 the use of big data-platforms will grow and it is accessible for all companies. Each company should do something with these platform, because big data will give them an insight in the business performance and it will lead to a faster and more effective customer service. Replacing e-mail for new tools There are several new communication tools which make a change in the internal and external interaction of companies. Communication-apps, such as Slack provides a remarkable decrease in the amount of people who are using e-mail. This is because they provide faster interactions and business processes. With apps like these, people are able to manage projects, bring people together, compose effective messages and share them, exchange files and as last adjusting notifications of new messages. Companies who will pay attention to these trends and developments and bring it to practice are not only able to deal with it, but they will also come with new solutions and apply these for even more success. The following 10 trends are about the prediction of the business market in 2030. Digitization will be playing a bigger role in 2030, but there are also some things which will not change at all. [ CITATION Sim15 \l 1043 ] 1. Better and newer business models 59% of the business people who make the decisions are positive against the new business models. This could be in replace for the existing models or next to the existing models. Most of the managers would love to see that technology will change everything in business. 2. More smart devices at work Most of the managers also wants to see that the use of smart devices will change a lot at work. Digital communication will be fully accepted in 2030. 3. We save more data in the cloud 11 Trends In this chapter there will be analysed what the trends are in the branche hotel and business collaborations. Consumer mindsets Nowadays businesses are driven by customer demand. However customer preferences and expectations aren’t universal. Consumers are expecting personalized services to meet their needs. Hotels can do a lot with personalization, but getting it right can be difficult due to the frequently changing needs of customers (Deloitte, 2017). From unity to distinctivity The hotel branch is known for their unity. In every room there is the same bed, television, bedside tables, bathroom and so on. Every room looks alike. The trend in 2017 is to modernise this principle. Hotel rooms are becoming different from each other to create an unique experience in every room. Lobbies are becoming more high tech and multifunctional, with each a different design. The public spaces of hotels are changing in style dramatically, a mix of different kind of areas of use in combination with a living room ambiance (Printsvanoranje, 2016). A multimedia experience On average, a guest brings more than two devices to the hotel room, with their own content. Research has shown that the consumer doesn’t want a room with a lot of new gadgets but wants the room to connected with their own devices (Printsvanoranje, 2016). Co-everything The next big trend in hospitality is co-living. There is going to be more investment on communal areas as well as experiences to bring people together. Hotels are trying to create the experience Airbnb is giving to consumers together with an opportunity to gather with other travelers (Ting, 2017) Design Thoughtful design is a must at the moment. Whether you have a really luxurious hotel or a low budget hotel, the customers expects it to look good. Hotels don’t need to buy high priced furniture because of the current interior design successes these days (Ting, 2017) Coworking Coworking can help create a full experience within a building. This will appeal guests as well as bigger groups such as business groups (Conjuctured, 2017). Conclusion 13 There are changing a lot of things in the hotel branche. Visitors are getting a bigger voice so they can get a personalized experience. Also hotels are changing their design from unity to distinctivity. Furthermore hotels are using co creation, not only together with visitors but also together with other companies. Concept Random Rooms In this chapter the first concept carrier for Leerhotel het Klooster will be explained. The trend analysis shows that personalisation and differentiation are upcoming in the hospitality branch. Usually hotels are known for their unity. Their consequential use of the same colours, the same style, the same furniture, so that everything seems a part of a whole thing. That is going to change. Hotels are modernising and they are mixing it up when talking about the rooms. The rooms start to look different from each other to create a different experience in every room. Sofie thinks that Leerhotel het Klooster should play with this trend as well. There are a few suites in het Leerhotel. All these suites will have their own theme. To engage with the business industry Sofie wants to work with co-creations. The following concept is called ‘Random Rooms’. Every suite can be sponsored by a certain brand. Think for example of Martini. If Martini sponsors the room, they have full permission to style that room in a way that is completely in style of Martini. ‘Random Rooms’ will generate more brand awareness for Martini and give a special experience to the visitors of het Leerhotel. Because the slogan of het Leerhotel is “a story worth telling” we want to focus completely on telling stories. In these suites the history about the brand will be told in its own unique ways. The concept ‘Random Rooms’ fits with the vision of A Story Worth Telling was: ‘every great story starts with a learning experience’ because every company has a great story. Also the students get the opportunity to learn from the companies that Leerhotel Het Klooster will work together with because of the ‘Random Rooms’. The first steps are already taken when talking about ‘Random Rooms’. The restaurant is completely styled with products of Sissy Boy. It is just not really clear yet. Sissy Boy too can tell their story in a magical way through the restaurant. Also Het leerhotel already has plans to do a co-creation with Disaronno in the basement. The whole basement will be in Disaronno theme. Even though there will be mainly events in the basement, there is a possibility to dive in the history of Disaronno. The biggest hall is the only one that has not yet been transformed. The story of Leerhotel het Klooster is ofcourse the most important and worth telling. That is why the big hall will be completely in an old medieval theme and highlight the most beautiful things about this old monastery. The story of Leerhotel het Klooster will be told there by audio, projections and some terrific story telling. 14 16 Two rooms of brands from the same parent company To make an even more clear image of how the rooms are going to look like the following small moodboard is made. The brands that are used are brands Sofie was thinking about by creating the concept and that are logical in combination with the hotel. Because of the history and the story behind the brand. 17 We see that coworking is an important trend nowadays to distinguish your organisation from the concurrents. We think that by using storytelling and coworking, Leerhotel Het Klooster will seize opportunities within the business branche. From what we see and think we created a vision who will be the beginning of our communication concept and what will be the most important message to spread out: STORIES BUILT BY BRICKS OF ALL SHAPES AND SIZES “By using the power of storytelling we give cooperating businesses the opportunity to express and differentiate themselves. We give them a place to tell their story. Leerhotel Het Klooster is a place to absorb stories with a sensory experience and place to tell your own story by setup your own personalised room in the hotel.” 19
Creative report voor Leerhotel het Klooster
Vak: Concepting (Concepting)
Universiteit: Fontys
- Ontdek meer van:
