Is there anything you can’t do with Ikea ? The Swedish ‘flat pack’ design giant has indulged into broadcasting, urbanism, the housing market and now it has shaken hands with Marriot hotels in order to dive in to the budget (but not shabby) hotel business. The chain that emerged out of this new synergy is ‘Moxy Hotels’. The word ‘Moxy’ was not chosen by coincidence but translates into ‘guts’ as in the guts Ikea has to launch itself into the hotellerie.
Ikea and Marriott are investing 500 million dollars into the fresh, new and hip hotel chain. The rooms look nice at first sight and even better: you won’t have to mount your bed before going to sleep as you do with the stuff you buy in Ikea. (insert ironic grin here) Target group is the so called ‘rapidly emerging millennial traveler’ which in human language might mean the brief citytripper or the new professional nomads travelling the world. Seems like an ideal target group to us. What you see here are just artist impressions, you’ll have to wait a little longer to see the real result but it’s surely doesn’t look like a hotel for those on a budget. And for what concerns Marriot Hotels: this might be just the hippish revamping the hotel chain needs. The first Moxy will open its doors in Milan beginning of 2014 in the neighbourhood of the Malpensa airport. After that many other hot ‘citytrip’ cities such as Berlin, Amsterdam, Frankfurt, London, Edinburgh, Brussels, Liverpool and Dublin will follow. www.moxyhotels.com