The Ginger Goa springs to life
with JOI-Design’s reinvention of the brand for Taj Hotels

 
JOI_Ginger_Goa_Social area
 

All photos: Pankaj Anand for JOI-Design

 
 

(Hamburg / Goa, 10.10.2019): With 45 existing properties in India and 46 in the pipeline across 33 Indian locales, Ginger Hotels are thriving with a reimagined persona. Taj Hotel brought interior design and hotel consultants JOI-Design on board to transform the former budget model into a lifestyle brand. Drawing on the creative, cultural and technical expertise of the partner office in Mumbai, India, and Hamburg, Germany, the new Ginger reflects the young-spirited confidence of India’s booming business and tourism sectors.

 
 

"We created a vibrant, happy concept defined by pure colours, linear structures, the local trend of 'tape art' and, at every reception area, a symbol of that region’s cultural identity,” says Peter Joehnk, co-managing director, JOI-Design. “In the case of Goa, tiles allude to the city’s Portuguese craft heritage, rather than having a classical style, they were specially made to complement the hotel’s contemporary palette.”

 
 

Bright and bold, strong and optimistic: the new Ginger prototype is aimed at young Indian and international millennials, digital natives, city hoppers and cosmopolitan families who love travel and experiencing the culture of India.

 
 

The team developed a “lean luxe” model in which custom designs were tailored as much as they would be for luxury hotels. “The design concept is unique and new to the Indian market,” says Deepika Rao, managing director and ceo, Ginger Hotels. “Every element is well thought-out for the brand’s persona, seamlessly switching between the passion points of work and play; individual and collective; and digital and analogue. Modern finishes and experiential zones blend effortlessly with local influences to create a match of efficiency and engagement.”

 
 

The updated Ginger concept attracts business travellers looking for uncomplicated, affordable and design-oriented places to stay, yet also makes social interaction a top priority.

 
Ginger Goa_Impressions_01
 

An interactive design approach brings guests together in unconventional ways. Playful details such as swings instead of chairs and benches, rope cables hung from the ceiling, and guitars just waiting to be played add to the easy-going spirit.

 
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Humorous details create a light-hearted atmosphere that doesn’t take itself too seriously: small animal figurines typical to the region, handwoven carpets with graphic patterns, wallcovering in a spectrum of hues, and in the window frames, installations made from taut, colourful threads that serve as visual screens. All Ginger properties will feature a variation on the “tree of life” motif as a symbol of unity and a celebration of life. In Goa, this appears as a “tree” installation above a dining table.

 
Ginger Goa_Impressions_03
 

Anchored floor-to-ceiling ropes divide the public areas into zones for relaxation, dining, and work, yet still allow for casual interaction. Polaroid cameras clipped on the ropes let travellers capture the moment, creating memories with snapshots can be posted alongside “tape art” on the lobby’s feature walls. Small seating islands from cosy nooks where guests can enjoy moments of privacy, intimate conversations and focused concentration for work.

 
Ginger Goa_Impressions_04
 

Compact yet comfortable guestrooms hold everything needed in a well-organised layout:  king-sized beds, wall-to-wall sofa benches, height-adjustable shelves with a flat-screen television, and a closet with a safe. An integrated luggage rack allows quick and easy sorting, and a trolley functions as a platform for working and eating, or a storage space. Custom wallcoverings give each guestroom floor its own personality, yet overall, the palette is calmer so travellers can relax and recharge for the social scene downstairs.

 
 

“The Indian Hotel market has long waited for a lifestyle hotel in the budget sector,” says Gaurav Premchandani, managing director, JOI-Design India. “Our cross-cultural teams merged knowledge of European approaches to changing guest demands with analysis of India’s evolving hospitality industry. As a result, we turned the idea of a traditional, low-budget Indian hotel upside down and created a new Ginger brand tailored for India’s maturing travel market.”

 
 

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About JOI-Design

"Human contact is what makes our profession special. We design as humans for humans, creating living spaces that respond to society’s constantly changing and reoriented wishes and needs - this is my passion.”


Corinna Kretschmar-Joehnk, co-managing director, JOI-Design


JOI-Design is the creative catalyst behind numerous prominent, internationally-renowned hotels, restaurants and spas around the world. The globally-minded, Hamburg-based studio teams with owners, developers and both boutique and well-known brands to design award-winning, one-of-a-kind hospitality interiors that weave each locale’s distinct spirit with the comfort and belonging valued by all cultures. From bijou, privately-owned boutiques to trendsetting destinations for community-minded guests to glamourous landmarks for celebrated luxury brands, they design spaces people love and return to time after time. Comprising interior, architecture, engineering, graphic and product experts, the studio also creates serviced apartments, high-concept offices and, through Products by JOI-Design, signature pieces produced by respected, high-quality furniture, lighting and equipment makers  for the wider marketplace.
 
Highly regarded thought-leaders and sought-after consultants, JOI-Design benefits and shapes the future of the design industry by sharing their deep insider knowledge and enthusiasm with fellow professionals. Their designers embrace the motivations and goals of clients so that as partners, they realise the optimal and sustainable solutions that make every project special. Keen observers of the world, JOI-Design understands how spaces affect people’s physical, psychological and spiritual wellbeing, which empowers them to reflect the modern-day zeitgeist through unique designs that elevate the human experience. Launched in 1984, JOI-Design now has three talented partners to continue the thirty-five-year legacy of founders and co-managing directors, Peter Joehnk and Corinna Kretschmar-Joehnk. JOI-Design India, led by managing director Gaurav Premchandani, opened in Mumbai in 2018.  

 

Current projects include: Autograph, Tegernsee · Hyatt Place - The Circle Zurich Airport, Switzerland · Sheraton - Marriott Frankfurt Airport, Germany · Stay KooooK Bern, Switzerland · Moxy Warsaw, Poland · Hotel Vier Jahreszeiten Iserlohn, Germany · Capri by Fraser Leipzig, Germany · A-Rosa Cruise Ship · Frederics Apartment Munich, Germany · Fleming's Selection Hamburg, Germany · Moxy Munich, Germany · Residence Inn Munich, Germany · Arborea St. Gallenkirch · Lindner Me & All Kiel, Germany · Strandhotel Pique Norderney, Germany · Congress Center Hamburg, Germany · Olympus European Headquarters Hamburg, Germany · Lufthansa Seeheim, Germany · Vivanta Bangalore, India ·  Development of two new brands for MPC Micro Living, Germany.


For more information, please contact: Peter Joehnk · T: + 49 / (0)40 / 68 94 21 0 · joehnk@JOI-Design.com JOI-Design mbB· www.JOI-Design.com