InterContinental Hotels: Combating the 'culture of beige'

This article describes how InterContinental Hotels used semiotic and ethnographic research to develop insights about room design.

InterContinental Hotels: Combating the'culture of beige'

ESRO, Space Doctors and InterContinental Hotels

Synopsis

As a market leader in a hotels industry dominated by homogenous room design, IHG embarked on an ambitious innovation programme to develop a new kind of customer experience across its portfolio.

ESRO and Space Doctors were jointly commissioned to feed into the innovation process with a fusion of semiotic and ethnographic insight. The research took us into a host of culturally diverse territories, where we explored the communication of concepts that are key to the hotel experience, as well immersing ourselves in the minute interactions of space,...

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