facilities and amenities expected within them. This ranges from a king-sized bed and plush bedding, to appropriate toiletries and blackout ability on the windows. “We have deliberately opted not to prescribe finishes within the room as this is part of the exciting design creativity process,” enthuses Gunn-Myles. “Similarly by not precisely specifying the composition of the three-piece bathroom we have allowed entrants to show us what they can do.”
In addition to the chance to win the award, entrants of the Sleep Hotel will have access to the event’s audience and the chance to display their skills to the investor and developer community.
“The Sleep Hotel is a key draw and a source of inspiration for all attendees of Sleep,” explains Gemma Butler, Brand Director at event owners UBM. “As such all successful applicants will be included in the extensive marketing campaign we have set up around the event including targeted mailings, a significant online presence together with social media exposure, catalogue entry and onsite branding.”
Entrants need to get moving however as the deadline for their design concept – to include an informal floor plan, 3D visuals and concise
description – is 29 June 2012. The judges will then review the submissions before a final selection is made on 13 July giving a full three and a half months to prepare for the event. The Sleep Hotel has attracted a high calibre
of participants in the past. These include award-winning design practices such as Blacksheep and Rare Architecture, furniture suppliers Ligne Roset and Zeitraum, and sanitaryware suppliers Kohler and Villeroy & Boch. “We found participating in the Sleep Hotel with our holistic ‘Organic Trace’ guestroom design concept to be a successful experience and look forward to seeing the imaginative design solutions created using this year’s new format,” comment Corinna Kretschmar-Joehnk and Peter Joehnk, co- Managing Directors of Hamburg-based hospitality design firm JOI-Design. Within the larger ongoing development of
a strategic vision for Sleep, the more focused direction for the Sleep Hotel serves to make the whole event more relevant and more engaging. As UBM look to develop Sleep as a global brand, building on the success of their first event in India in 2011 with a move into new global markets, the Sleep Hotel concept will continue to evolve.
Sleep 2012 Ad
275x236mm.indd 1
THE BRIEF...
Where is the Sleep Hotel? A mid-sized European coastal city with a mountainous backdrop, the destination is both inspirational and aspirational with a great quality of life that attracts a mix of business and leisure travellers.
What is the Sleep Hotel? • A five-star hotel located in the centre of the city where land prices dictate a small room size (approximately 23m2
).
• The hotel has 150 guestrooms with an ADR of €200. The city already has a good number of hotels in this price bracket, many with guestrooms that significantly exceed 23m2
of stay is 1.4 nights. • The eight guestroom designs will be presented at Sleep in a gallery area accessed via a lobby and corridor, which in turn leads to an adjacent bar.
The deadline for submissions is 29 June 2012, the full application process can be found at
www.thesleepevent.com
13/04/2012 15:53
WWW.SLEEPERMAGAZINE.COM MAY / JUNE 2012 137
. The expected average length
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