Motel One room last week, I was reminded somehow of the Pink Floyd song in the title, especially the line "we're just two lost souls swimming in a fish bowl, year after year".
Unfortunately the music to accompany the swimming and the giant aquarium wasn't Pink Floyd, but that ubiquitous "Chill-Out" music, on a loop like the film. Both got switched off after the second or third cycle.
I do think Motel One is one of the best new brands to come out of Germany recently. A true millennium baby, the company was established in 2000. The underlying idea, a low-price design hotel, is an excellent one. And I know that when I first saw those turquoise chairs a few years back, I was blown away.
And yet... that fish-bowl bothered me. Along with the chill-out music, the "Summer Feeling" place sets, the flickering fire on the flatscreen, even the brown n' turquoise look - it's all beginning to feel of its time, the noughties.
Although the 'One Lounges' are more individualised with local themes incorporated into the look, Motel One is a very standardised experience, which has its good and bad points.
I just hope to see a little rebellion as the brand expands into its teens.
Why hire an advertising agency?
3 weeks ago