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,...