Hospitality Design - June/July 2021 - 115

in asking for a three-month housing
contract. Kitchenett es were added to 10
rooms that were marked as extended-stay
options for young professionals. Now, the
segment accounts for 20 to 30 percent of
the company's hotel business.
A community focus emerged
organically as more corporate travelers
started coming into the space. " The
atmosphere created by the residents
is contagious, " says MacGregor, who
compares the energy found in each of the
Student Hotels' 16 European locations to
that of Soho House. " Everybody knows
each other. There's a relaxed feeling. That's
what makes us successful. " The addition of
coworking facilities has further connected
the properties to their neighborhoods.
While MacGregor set out to disrupt
student housing, " I didn't know that
the hospitality world also needed to be
disrupted, " he says. To bring his vision to
life, the in-house design team works closely
with local fi rms, eschewing kitsch for a
playful color palett e rooted in the student
spirit. In fact, MacGregor says, " we are the
defi nition of that spirit. We're not fi nished,
we're on a journey. We're going to try things.
Sometimes it might work, sometimes it
doesn't, but we're open to change. "
MacGregor started the Student Hotel
brand during the fi nancial crisis, and this
past year proved no less challenging despite
three openings in 2020 in Vienna; Delſt ,
the Netherlands; and Bologna, Italy. The
pandemic also tested MacGregor's leadership.
Starting a business requires a certain type
of entrepreneurial spirit, he says, but leading
a 500-person team during a crisis calls for
another skillset altogether. He describes
himself as a coach, noting that he has
become a bett er listener and has learned
to " give people the space to tell me their
frustrations and fears. It's never a good idea
to waste a crisis, and we have been trying to
make the best of it as a company. "
Looking ahead, MacGregor is hoping
to expand beyond Europe into the U.S.
and Canada, and plans to have 30 hotels
open with an additional 10 in the pipeline
by 2025. " We believe that doing all of
these functions-working, playing, eating,
and staying under one roof-is the way
forward, " he says.
Blush accents soften the Student Hotel Maastricht in the Netherlands,
a collaboration between Staat and Amsterdam firm Ninetynine
Bold hues distinguish the communal areas
in the Student Hotel Delft in the Netherlands
Greenery cascades from the exterior of the
Student Hotel Rome, shown in a rendering
The interiors of the Student Hotel Florence Lavagnini by
Rizoma Architetture are inspired by the Memphis movement
hospitalitydesign.com June/July 2021
115
Photos by STEVE HERUD, SAL MARSTON and courtesy of THE STUDENT HOTEL
http://www.hospitalitydesign.com

Hospitality Design - June/July 2021

Table of Contents for the Digital Edition of Hospitality Design - June/July 2021

contents
from the editor
sketchbook
project breakdown: biodome
Interview: collaborations
interview: on our radar
interview: influential people
hd expo preview
from the show director
conference highlights
products
profile: emerging designers
hardware
casegoods
lighting
change agents
the new icons: william harris, kristina o'neal, adam farmerie, + greg bradshaw
the big thinkers: piero lissoni + steafano giussani
the curators: carrie + alex vik 
the investor: kendra plummer
the design advocate: michael k. chen
the storyteller: lukas rungger 
the hotelitarian: euan mcglashan
the inventors: v. mitch mcewen + amina blacksher
the disruptor: charlie macgregor 
the materialist: frida escobedo
the natural leader: bill walshe
the humanist: jeremy bull
the rebel designer: paula scher
the empathetic hotelier: phil hospod 
ad index
back space: markus schreyer
Hospitality Design - June/July 2021 - Intro
Hospitality Design - June/July 2021 - Cover1
Hospitality Design - June/July 2021 - Cover2
Hospitality Design - June/July 2021 - 1
Hospitality Design - June/July 2021 - 2
Hospitality Design - June/July 2021 - 3
Hospitality Design - June/July 2021 - 4
Hospitality Design - June/July 2021 - contents
Hospitality Design - June/July 2021 - 6
Hospitality Design - June/July 2021 - 7
Hospitality Design - June/July 2021 - from the editor
Hospitality Design - June/July 2021 - 9
Hospitality Design - June/July 2021 - 10
Hospitality Design - June/July 2021 - 11
Hospitality Design - June/July 2021 - 12
Hospitality Design - June/July 2021 - sketchbook
Hospitality Design - June/July 2021 - 14
Hospitality Design - June/July 2021 - 15
Hospitality Design - June/July 2021 - 16
Hospitality Design - June/July 2021 - 17
Hospitality Design - June/July 2021 - 18
Hospitality Design - June/July 2021 - 19
Hospitality Design - June/July 2021 - 20
Hospitality Design - June/July 2021 - project breakdown: biodome
Hospitality Design - June/July 2021 - 22
Hospitality Design - June/July 2021 - 23
Hospitality Design - June/July 2021 - 24
Hospitality Design - June/July 2021 - 25
Hospitality Design - June/July 2021 - Interview: collaborations
Hospitality Design - June/July 2021 - 27
Hospitality Design - June/July 2021 - 28
Hospitality Design - June/July 2021 - 29
Hospitality Design - June/July 2021 - 30
Hospitality Design - June/July 2021 - 31
Hospitality Design - June/July 2021 - 32
Hospitality Design - June/July 2021 - 32A
Hospitality Design - June/July 2021 - 32B
Hospitality Design - June/July 2021 - 32C
Hospitality Design - June/July 2021 - 32D
Hospitality Design - June/July 2021 - 33
Hospitality Design - June/July 2021 - 34
Hospitality Design - June/July 2021 - interview: on our radar
Hospitality Design - June/July 2021 - 36
Hospitality Design - June/July 2021 - 37
Hospitality Design - June/July 2021 - 38
Hospitality Design - June/July 2021 - 39
Hospitality Design - June/July 2021 - 40
Hospitality Design - June/July 2021 - 41
Hospitality Design - June/July 2021 - 42
Hospitality Design - June/July 2021 - 43
Hospitality Design - June/July 2021 - 44
Hospitality Design - June/July 2021 - interview: influential people
Hospitality Design - June/July 2021 - 46
Hospitality Design - June/July 2021 - 47
Hospitality Design - June/July 2021 - 48
Hospitality Design - June/July 2021 - 49
Hospitality Design - June/July 2021 - 50
Hospitality Design - June/July 2021 - hd expo preview
Hospitality Design - June/July 2021 - from the show director
Hospitality Design - June/July 2021 - 53
Hospitality Design - June/July 2021 - conference highlights
Hospitality Design - June/July 2021 - 55
Hospitality Design - June/July 2021 - 56
Hospitality Design - June/July 2021 - 57
Hospitality Design - June/July 2021 - 58
Hospitality Design - June/July 2021 - 59
Hospitality Design - June/July 2021 - 60
Hospitality Design - June/July 2021 - 61
Hospitality Design - June/July 2021 - products
Hospitality Design - June/July 2021 - 63
Hospitality Design - June/July 2021 - 64
Hospitality Design - June/July 2021 - profile: emerging designers
Hospitality Design - June/July 2021 - 66
Hospitality Design - June/July 2021 - 67
Hospitality Design - June/July 2021 - 68
Hospitality Design - June/July 2021 - 69
Hospitality Design - June/July 2021 - 70
Hospitality Design - June/July 2021 - 71
Hospitality Design - June/July 2021 - 72
Hospitality Design - June/July 2021 - hardware
Hospitality Design - June/July 2021 - 74
Hospitality Design - June/July 2021 - casegoods
Hospitality Design - June/July 2021 - 76
Hospitality Design - June/July 2021 - 77
Hospitality Design - June/July 2021 - 78
Hospitality Design - June/July 2021 - 79
Hospitality Design - June/July 2021 - 80
Hospitality Design - June/July 2021 - lighting
Hospitality Design - June/July 2021 - 82
Hospitality Design - June/July 2021 - 83
Hospitality Design - June/July 2021 - 84
Hospitality Design - June/July 2021 - 85
Hospitality Design - June/July 2021 - 86
Hospitality Design - June/July 2021 - 87
Hospitality Design - June/July 2021 - 88
Hospitality Design - June/July 2021 - change agents
Hospitality Design - June/July 2021 - the new icons: william harris, kristina o'neal, adam farmerie, + greg bradshaw
Hospitality Design - June/July 2021 - 91
Hospitality Design - June/July 2021 - 92
Hospitality Design - June/July 2021 - 93
Hospitality Design - June/July 2021 - 94
Hospitality Design - June/July 2021 - 95
Hospitality Design - June/July 2021 - the big thinkers: piero lissoni + steafano giussani
Hospitality Design - June/July 2021 - 97
Hospitality Design - June/July 2021 - the curators: carrie + alex vik 
Hospitality Design - June/July 2021 - 99
Hospitality Design - June/July 2021 - 100
Hospitality Design - June/July 2021 - the investor: kendra plummer
Hospitality Design - June/July 2021 - the design advocate: michael k. chen
Hospitality Design - June/July 2021 - 103
Hospitality Design - June/July 2021 - 104
Hospitality Design - June/July 2021 - 105
Hospitality Design - June/July 2021 - the storyteller: lukas rungger 
Hospitality Design - June/July 2021 - 107
Hospitality Design - June/July 2021 - 108
Hospitality Design - June/July 2021 - 109
Hospitality Design - June/July 2021 - the hotelitarian: euan mcglashan
Hospitality Design - June/July 2021 - 111
Hospitality Design - June/July 2021 - the inventors: v. mitch mcewen + amina blacksher
Hospitality Design - June/July 2021 - 113
Hospitality Design - June/July 2021 - the disruptor: charlie macgregor 
Hospitality Design - June/July 2021 - 115
Hospitality Design - June/July 2021 - the materialist: frida escobedo
Hospitality Design - June/July 2021 - 117
Hospitality Design - June/July 2021 - the natural leader: bill walshe
Hospitality Design - June/July 2021 - 119
Hospitality Design - June/July 2021 - the humanist: jeremy bull
Hospitality Design - June/July 2021 - 121
Hospitality Design - June/July 2021 - the rebel designer: paula scher
Hospitality Design - June/July 2021 - 123
Hospitality Design - June/July 2021 - the empathetic hotelier: phil hospod 
Hospitality Design - June/July 2021 - 125
Hospitality Design - June/July 2021 - ad index
Hospitality Design - June/July 2021 - 127
Hospitality Design - June/July 2021 - back space: markus schreyer
Hospitality Design - June/July 2021 - Cover3
Hospitality Design - June/July 2021 - Cover4
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