Zoku, a hotel brand launched in Amsterdam this week, is hoping to shake up the travel industry by shifting the focus from the bed to the living space.
The Zoku hotel room is a "home-office hybrid," suitable for long stays, which promises "the services of a hotel and the social buzz of a thriving neighbourhood." Designed in collaboration with interior design and architecture agency Concrete, it has an elevated, loft-style sleeping space, which can be accessed by a retractable staircase, and screened off, while the main focus of the room is a four-person table. There's also a kitchen and an alcove desk. Guests can choose their own art to add to the space.
The brand is targeting business travelers with "nomadic" lifestyles, with the concept based on crowdsourcing and research by Zoku and futures consultancy The Future Laboratory. Hans Meyer, co-founder and managing director of Zoku, said in a statement: "The advance of technology has changed personal and professional lifestyles. Boundaries between work and leisure are fading, and blurring borders have made people more mobile than ever."
This brand launch film, by Dutch agency We Are Pi, who also created Zoku's visual identity, gives an insight into the design.