Moxy, the first IKEA hotel

More than two years ago we informed you of the intention to IKEA to gain a foothold in the world of hospitality. Well, for a few days this project has become a reality when the first hotel of the Swedish firm in Italy was opened. Of course, as strange as it may seem, there is no furniture from the store in it. Yes! Yes! As you are reading it!

Today in Hard Hobbit To Break We are going to give you all the details of the new IKEA hotel and we are going to explain why it has not been furnished with pieces from the Swedish giant. Do you want to join us?

Moxy Hotels

With the intention of attracting millennials (later we will tell you what we are referring to), IKEA has partnered with the American chain of luxury hotels Marriot International to create Moxy hotels, which will mean cheap accommodation in Europe. And although at the moment only one hotel has been opened in Milan, the Swedish brand plans to open around 150 Moxy brand hotels in Europe in the next 10 years.

For the millennials

As we have just mentioned, the first Moxy hotel is located in Italy, specifically in Milan, and is focused on millennials, or what is the same, the Millennium Generation. With this name they refer to the youngest travelers, that is, those who are between 18 and 35 years old. In the words of Tina EdmundsonMarriott directive:

Moxy is the essence of the next generation of travelers, not only members of Generations X and Y, but also guests with a younger sensibility, for whom contemporary style is of utmost importance.

Hotel Features

Located at the airport of Malpensa, just 45 minutes from the city, it has 162 rooms characterized by neutral colors and spectacular 42-inch televisions. They also have iPod speakers. As for the common areas, the hotel has a library area and plug-in, a dining room open 24 hours a day and a room enlivened by a DJ where there is a huge screen that projects the account of Instragram from the hotel (#attheMoxy) live. The price? Well, apparently, the price of the room per night will be below 100 euros.

Unfurnished from IKEA

The most curious thing of all is that in the entire hotel you cannot find a piece of furniture or a decorative object from the Swedish store, something that we have not yet understood. And it is that if we all think of something when they tell us about an IKEA hotel for the first time, it is that all the rooms are full of the most characteristic models of the chain. Rather, you can see Tom Dixon designer lamps or Vitra tables. Of course, they can boast of having a Wifi very fast, something that young people value very much today.

Marketing and advertising strategy

But why is the Swedish giant betting not to put its own furniture in its hotels? Apparently, it is a marketing and advertising strategy that aims to increase the popularity of the brand at the name level. So, one of your goals is to transmit that Moxy hotels are just as cheap as the furniture they sell in their stores.

Then we leave you with our Gallery, where we offer you some images of the new IKEA hotel. Do not miss it!

MOXY HOTELS - Vídeo concepto: Nuevos Hoteles de Ikea by Marriot (April 2024)