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Today, the hotel industry is undergoing a major transformation and ambitious new projects are taking shape around the search for meaning: respect for the environment, a quest for authenticity and maintaining social cohesion. It is with this in mind that greet, the latest brand of the Accor group, was born. We were tasked with supporting Accor and its new brand through its branding strategy, positioning, name, visual identity, territory and the definition of an architectural concept as well.
GIVING A SECOND CHANCE
greet is a friendly and inclusive living space anchored in its community through locally sourced or farm-to-table food products. It promotes the principle of giving a second chance to hotels (reconverted, non-traditional structures), objects (repaired, recycled, salvaged, or refashioned) and people (of unconventional backgrounds). With furniture and decorative elements unearthed from jumble sales, local artisans, and charities, greet is in tune with the times and the circular economy.
COMMUNAL, COMMITTED AND UNIQUE
The definition of greet is “to welcome, meet, receive” and marks a return to the essentials of the hotel industry, embodying the philosophy of sharing, with the ambition of contributing to making the world a better place. greet will welcome all those who seek meaning in their consumption and lifestyle by “focusing on the essentials that make sense”. A search for simplicity can be found in the logo – inspired by the street, as if from a stencil, the greet logo is a strong marker of the brand. Impactful and symbolic, it is based on a proprietary typography that reflects the enthusiasm of greet’s community.
ONE AND MANY
At greet, there is no unique architectural guidelines, but a supervised freedom for their hotels that will share a family atmosphere, but whose architectural interpretation will be plural. To build their greet identity, hoteliers will be able to draw on the five interpretations proposed by architects/designers, including us. We have also devised a “design brief” which develops both the rituals of the new client experience and the graphic, verbal, architectural and service “markers” that will shape the identity of greet hotels: no more traditional reception desks, but a bar for check-in, family/clan rooms accommodating four to six people, a spot for fresh, local products, a large communal table with mismatched chairs, branded walls, a guest wall, etc.
The first greet hotel has just opened in Beaune, in the Burgundy region. Three hundred openings are planned in Europe by 2030.