Leading Designers Partake in Sleep Set Creative Challenge

LONDON—Four teams have been announced for this year’s Sleep Set, the competition within the Sleep trade show, where different design teams present their take on the hotels of tomorrow in a series of room sets.

Nigel Coates Studio, Dreimeta, NoChintz and SKM Design are all taking up the creative challenge. The brief for 2014 is to create a guestroom blueprint for a new hotel brand which takes as its core value “simplexity”—the emerging theory of a relationship between simplicity and complexity that asks: why have trend and create more harmonious and intuitive experiences for guests. The teams have each come up with a very distinct and imaginative response to the brief.

With the premise that a successful hotel room should be both a home away from home and “a step up from the banal reality of travel”, Nigel Coates Studio has taken one of its Cubist designs, the Feral chair, as the generator of its Sleep Set design concept. The studio has partnered with contractor Ligna Group and sponsor Alchemy Design Award to realize the room set.

Founded in 2003 by Armin Fischer, German design studio Dreimeta is best known for its work for the 25hrs and Superbude brands. According to the studio, its Sleep Set proposition, Micasa, is a holistic hotel concept aimed at experienced travelers in search of inspiring, pure spaces; it expresses a “new simplicity” meaning the balance between a sustainable lifestyle, modern and traditional values and economic efficiency.  

Manchester-based creative studio NoChintz specializes in interior design and branding. Recent work includes the Inn at John O’Groats in Scotland. Working closely with collaborative partner Johnson Tiles (currently making 900,000 ceramic poppies which form the World War I tribute at the Tower of London), NoChintz’s concept for Sleep Set will showcase a trend-focused and creative mythology to deliver a room that is distinctive and original in its approach to hospitality yet simple and luxurious for the user.

SKM Design is a recent newcomer to hospitality design. Based in Leicester and founded just five years ago, the company has built a reputation for architectural and interior design concepts. SKM aims to demonstrate how it can change traditional approaches to the hospitality sector with a Sleep Set design that will reference inspirations from Sir Isaac Newton to Pink Floyd and 1980s sci-fi film “Tron,” according to the studio.

The Sleep Set judges will be Katherine Blaisdell, VP of technical services at Belmond, Marco Nijhof, CEO of yoo Hotels; and Conrad Smith, managing director of ReardonSmith Architects.

The winning team will be announced during the first day of Sleep following tours of the rooms by the judges and a conference session on Nov. 26.



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