Germany's Food Hotel: A La Carte Blanche for Brands
Posted by Jennifer Sokolowsky on November 25, 2010 11:00 AM
Photo: The Telegraph
Talk about eating, breathing and sleeping a brand: The new Food Hotel in Neuwied, Germany, is sponsored by some of Germany’s top food brands and is completely decked out in a food theme, from can-shaped furniture to barstools made of beer crates.
The Rhine River hotel is a collaboration of 36 German brands, who helped contribute to the cost of construction. Each guest room is sponsored by a food brand, which was given free rein to create a theme and paid for furnishing it.
The results include a room by Ferrero in which it re-creates the scene of a TV commercial for its Raffaello coconut candies set on a desert island, with palm trees, shells, summer hats, photos of sandy beaches and books about beach holidays. Another room by potato-chip brand Chio features a rotating mirrored disco ball and flashing bathroom lights with an integrated sound system.
If that’s not enough food branding for you, the hotel also offers a full-service supermarket.
While there’s plenty of kitsch to amuse here, in a world of ever-fragmented marketing opportunities and ad-wary consumers, reaching out to buyers in a captive environment — and one they voluntarily choose — seems like a good way to get a message out to consumers. It just may be a taste of things to come.
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