Tri-umphant!

JOI-Design and SV Hotel realise three joint projects in 2020

All photos: Christian Kretschmar for JOI-Design

9 December 2020: Despite this year’s unprecedented global challenges, hospitality interior architect JOI-Design, in cooperation with Swiss developer SV Hotels, have debuted three diverse, trendsetting projects in Germany and Switzerland, including the world debut of the Stay KooooK brand.

                                                   Moxy Hamburg City
H for Hometown:                            

The first project in this prolific partnership introduces the young-spirited industrial urban brand Moxy to JOI-Design’s backyard whilst also being the SV Hotels’ first foray into the North German market.

Located directly at the Berliner Tor transportation hub and not far from the main train station and city centre, the Moxy Hamburg opened its doors September 2020 with strong, colourful interiors that stand out from other local hotels. The design team’s goal was to awaken guests’ desire for discovery and put them in the right mood for their Hamburg stay as soon as they enter the lobby. Untreated concrete walls and floors, along with an exposed ceiling, characterise the casual ‘industrial chic’ typical to Moxy, with special twists created by JOI-Design especially for this location.

City walk with JOI-Design

Yellow lines painted on the ground like a ‘zoomed in’ city map lead guests through the open-plan space and simultaneously guide them through the Hanseatic city’s individual districts and its special sights. The tour starts around the corner from the hotel in the St. Georg quarter then and then directs visitors to the Elbe’s river banks where timber swings and cheerful coastal details create the impression of chilling out at the beach. The Neustadt and St. Pauli neighbourhoods usher guests towards the bar, which doubles as the reception desk. Styled to look like an oversized shipping container with rust-coloured cladding, translucent cubic units suspended from the ceiling hold glassware and indirect lighting that makes the bar glow. The absolute eye-catcher in the communal lounge: 'flying carpets' designed and installed by JOI-Design. They recall the hustle and bustle of the Speicherstadt district - the traditional hub of the European carpet trade - and give this space a magical cosiness.

Quieter corners for co-working and building community are tucked into the back of the public areas. Via the Eimsbüttel and Rotherbaum boroughs, guests wander from the busy Elbe to the calming Alster lake area and end up in the Winterhude quarter, where they can slow down a little to check emails in secluded seating niches or sip a cool drink in the inner courtyard. Throughout the hotel, many small yet powerful design details subtly convey the brand’s persona whilst sparking smiles.

The 291 guest rooms follow Moxy’s European design standards, a concept JOI-Design developed for Marriott in 2018 that has since become the foundation for all subsequent Moxy hotels in Europe. The interiors were created with a natural, soothing style as a calming antidote to the lively hustle and bustle of the city. Yet with their exposed concrete surfaces and a multifunctional 'peg wall' for affixing important papers, they also remain true to the 'industrial chic' of the public areas. The clearly structured design language combines leather and wood in a range of warm brown hues with and black and grey details.

                                                        Stay KooooK
Swiss smarts: the very first of a new brand

Bern’s up-and-coming district Wankdorf City is a bright spot in the Swiss capital, and as of this September, it is also home to SV Hotels’ new dual-branded hotel destination. JOI-Design developed two different interior concepts that distinctly reflect each brand’s identity and psychographic orientation.

Home away from home

With the motto ‘Stay KooooK - Stay You’, SV Hotels’ new extended-stay brand Stay KooooK combines optimal room experiences with high-style yet functional interior design.

The aim was to create a concept that stands out from serviced apartments already in the market while rethinking the idea of community. Guests are provided with a 'home away from home' that lets them live as comfortably as possible in spaces with feel-good vibes and lots of personalised touches.

The heart

For the new Stay KooooK Bern, JOI-Design used clever detailing, lively accessories, and accent lights to stage imaginative vignettes across the pastel-hued, open-plan community spaces.

The public areas are designed to feel like the 'backyard' of a home: the social heart where close friends and neighbours are invited to relax and share fun times. Guests will find inspiring workspaces and unusual, comfortable chill-out areas, as well as an open kitchen where they can cook and eat together. There’s no reception desk or a separate lobby and bar at Stay KooooK; instead, visitors are welcomed by one of two hosts and then from there on out, everything is geared towards a digital journey that enables each guest to arrange the particulars of their stay. Whether check-in, opening the bedroom door or bike storage space, or checking out: everything runs via the specially programmed smartphone app. This allows for greater quality time with friends and family, or with hosts who, with their local knowledge, will certainly have insider tips to share.

Numerous green plants, twinkling fairy lights, and brightly coloured décor and seating give the backyard a cosy and friendly feel. These features invite guests to linger, which in turn builds the sense of community. JOI-Design created special furniture configurations that encourage people to spend time together, exchange ideas, share experiences and enjoy a restorative retreat.

Designed by YOU – a small world premiere

The absolute star in each of the 59 studios is the ingenious mobile wall: a room divider that, true to the motto, ‘Stay KooooK - Stay You’, allows guests to design their own rooms. Like a multifunctional Swiss army knife of guest rooms, the partition enables spatial flexibility when using the wardrobe, sofa, bed, and kitchen. The intelligent wall is controlled by a stylish metal crank so that, reminiscent of a library’s archival storage system, it slides back and forth within the centre of the room. This unprecedented innovation allows for an incredible amount of freedom in the living space.

The designers envisioned studios with an open, bright, and natural atmosphere. Plentiful timber features, an earthy palette and lighting installations instil the room with warmth and cosiness. Thanks to the built-in felt and chalk board, everyone can personalise their studio, and those who particularly like something from the backyard such as special plants, cushions, or even individual pieces of furniture can simply borrow them to use in their studio. The accommodations can host a range of guests, from long-stay visits to weekend trips, and for those going solo to family studios with five beds.

                                                           Mony Bern
Next-door neighbour                    

Adjacent to the Stay KooooK is SV Hotels’ second new creation in Wankdorf: the Moxy Bern Expo, a perfect place for all holiday and business travellers. Inspired by the characteristic arcades and alleys found in the architecture of Bern’s old town, the hotel’s design marries traditional highlights with modern interpretations. The lobby captivates with radiant swathes of light made from small bulbs suspended in a series of curves, a subtle nod to the city’s historic arches.

The eye-catching installation created by JOI-Design moves playfully throughout the lobby, bathing surfaces in warm light and conjuring up the designer’s primary concept for the space: an evening walk through the old town. Natural colours and materials including raw concrete, rough bricks, and dark walls and ceilings support this harmonious ambience, while quirky accents reflect the personality of the Moxy brand.

Drink o'clock

Similar to the Moxy Hamburg, the bar JOI-Design conceived for Bern is the leading attraction in the open-plan public areas and has a concept shaped by insider knowledge of the city. In Bern, many clubs and bars are below ground rather than at street level due to architectural and historical circumstances. Access is gained through old basement trap doors along the street, creating the perfect clandestine appeal for experiencing Bern's nightlife.

In the 130 guest rooms, the design language is, as in every Moxy, a bit more restrained. Visitors can rest in comfort and enjoy a cosy bed, while rich brown and grey tones are warmed by lights for a relaxing result.

We say thank you

"We are happy and very thankful that SV Hotels placed their trust in us as interior designers for these three projects. I personally had the pleasure of working with Beat Kuhn, managing director, SV Hotels, 20 years ago. Back then, we also ventured into a world premiere: McDonald's entered the hotel industry with the so-called 'Golden Arch Hotels' with the first one in Zurich – it too, had forward-looking ideas and technical innovations. Even back then, Beat Kuhn was already at the forefront! Today, he still has wonderfully crazy ideas for his company, and I am more than grateful we were able to accompany the launch of his new brand, the world’s first Stay KooooK!” 

Corinna Kretschmar-Joehnk, co-founder and partner, JOI-Design

About JOI-Design

JOI-Design is a leading European interior design studio with more than 35 years of experience in hospitality design and over 500 hotel projects in Germany and abroad. Our focus is on the development of exclusive, design-focussed concepts for the international hotel industry, serviced apartments, cruise ships and next-generation workspaces for high-style commercial offices.

The multidisciplinary creatives from our studios in Germany and India comprise experienced interior designers, architects, engineers, graphic designers and product designers. These specialists work as a team to tailor one-of-a-kind spaces relevant for society today, places that respond to the ever-changing needs of daily life for different target markets.

Extract from our recent project list:

AUTOGRAPH Tegernsee, Germany · FALKENSTEINER Resort Bolzano, Italy · HYATT PLACE - The Circle Zurich Airport, Switzerland · SHERATON & MARRIOTT Frankfurt Airport, Germany · MOXY Budapest, Hungary · Hotel VIERJAHRESZEITEN Iserlohn, Germany · A-ROSA Cruise Ship · FLEMING'S SELECTION Hamburg, Germany · HILTON Munich Airport, Germany · CONGRESS CENTER Hamburg, Germany · OLYMPUS European Headquarters Hamburg, Germany · LUFTHANSA Conference Hotel Seeheim, Germany · ATLANTIS Timmendorf, Germany · VIVANTA Bangalore, India · TAJ HOTEL Holiday Village Goa, India · COURTYARD by MARRIOTT Baku, Azerbaijan · Development of two new brands for MPC MICRO LIVING, Germany.

Extract from our completed project list:

FRASER SUITES Hamburg, Germany · DER ÖSCHBERGHOF Donaueschingen, Germany · LE MÉRIDIEN Hamburg & Munich, Germany · MARRIOTT Munich, Germany· Reichshof CURIO BY HILTON Hamburg, Germany · THE RITZ CARLTON Wolfsburg, Germany · JW MARRIOTT Cannes, France ·  MERCEDES-BENZ Suites London, UK · MERCEDES-BENZ Suites Singapore · MS EUROPA 2 Cruise Ship Suites · STEIGENBERGER Grandhotel Davos, Switzerland· PULLMAN Paris Bercy, France · HILTON Frankfurt Airport, Germany · HYATT PLACE Frankfurt, Germany · MOXY & RESIDENCE INN Frankfurt & Munich, Germany · AC BY MARRIOTT Innsbruck, Austria · HAPIMAG Resort Venice, Italy · LINDNER Resort Mallorca, Spain · LE CLERVAUX Boutique Hotel Clerf, Luxembourg · GINGER Goa, India · CAPRI BY FRASER Leipzig, Germany.

For more information and high-res photos, please contact:

Alicia Sheber alicia@read-thread.com +44(0)79.8248.9187
JOI-Design Innenarchitekten A D Joehnk+partner mbB · www.JOI-Design.com