AccorHotels has revealed the look of its new Jo&Joe brand, in partnership with surfer brands Quiksilver and Roxy.
The brand's first 145-bedroom property, which AccorHotels is describing as an ‘open house', will open on 29 May at Hossegor, near Biarritz in south-west France. The location is a popular spot for surfers and the home of Boardriders, the group behind Quiksilver and Roxy. It will have a starting room rate of €19 (£16), and will be followed by sites in Paris and Bordeaux in 2018.
The economy brand is aimed at millennials and blends hotel, hostel and private-rental formats. Fifty Jo&Joe venues are to open in London, Warsaw, Budapest, Rio de Janeiro and São Paulo by 2020. All will be located centrally, close to public transport hubs and less than 15 minutes from points of interest, and are hoped to appeal to both locals and tourists.
The interiors have been designed to create open spaces flowing seamlessly from indoors to outdoors, with furniture chosen for its mobility and flexibility. Design teams from AccorHotels, Penson and Boardriders worked together to ensure the first site has a local twist and identity, creating a "funky" place where people can meet up and relax.
The sleeping accommodation offers different solutions: Together (a shared sleeping area for 7-12 people); Out of the Ordinary (for up to 10 people); and Yours (private rooms for 2-5 people).
The communal areas include the ‘happy house', a private area for visitors to relax, work, cook or do their laundry; and the ‘playground', which is open to both guests and locals, with a bar stocked with local beers and a restaurant serving local dishes. The playground will also host concerts, workshops, gatherings and activities proposed by guests, locals and staff.
The shared spaces extend outdoors, with a terrace, a pétanque (boules) court, hammocks and a private garden for overnight guests.
The venue will also feature a pop-up store, where guests can hire or purchase equipment and accessories from Quiksilver and Roxy.
Cédric Gobilliard, senior vice-president, lifestyle division, AccorHotels, said: "This very ambitious project is blowing a wind of change through the hospitality market."
Garry Wall, Quiksilver global brand manager, added: "We are proud to bring the authenticity and credibility of the Quiksilver and Roxy brands to the launch of this modern and ambitious concept, that will revolutionise the way we travel."
Videos from The Caterer archives