Boutique Design - May 2019 - 16

4 The comfy chair times two
equals an inviting corner
for conversation or solo
downtime in Max Brown
7th District, Vienna.

Park Hotel, keeping its name (they did, of course, drop the Le Méridien moniker)
but reinventing its personality, Wizman was hungry for more. That's when the
duo discussed creating a boutique hotel group. Some were skeptical about van
der Hoek's suggestion of Amsterdam's De Pijp area, for the debut property but his
insider nous told him it was hot (he was right) - and how could they resist a
former diamond-polishing factory? In 2013 Sir Albert opened its doors, bringing
something new to the city with irs unexpected mix of clean-lined furniture, rustic
timber textures and humorous touches such as porcelain hippopotamus heads
hung on the wall. Following this success, things skyrocketed.
Over the next four years, Sir Hotels opened properties in Berlin, Hamburg,
Germany, and Ibiza, Spain, and a second in Amsterdam, along with Max Brown
hotels, (another of EHPC's brands bespoke brands along with Park Hotels),
comprising two in Amsterdam, and two in Germany's Berlin and Dusseldorf.
They also purchased the W Amsterdam managed by Marriott International,
and acquired the Park Hotel Den Haag in The Hague, Netherlands, soon to
start a full renovation. Exhausted yet?
Never ones to let grass grow under their feet, EHPC has moved in new design
directions with this April's soft opening of Max Brown 7th District, Vienna.
Modern yet cozy interiors are influenced by Secessionist-movement furnishings,
patterns and velvets in calming, nature-inspired tones. The largest in the brand, it
contains 140 guestrooms and suites across two buildings whose façades were
redecorated in 18th century Biedermeier architectural style. Public areas include
a screening room, a boutique spa and gym, and open-air terraces, all with a fresh,
natural palette by interior designer Saar Zafrir, Amsterdam, who has designed all
the Max Browns with down-to-earth yet slightly quirky vibes.
Sir Victor in Barcelona, Spain, makes its splash this June after being signed last
October. Formerly the Hotel Omm, one of the city's first-ever design-led hotels noted
for its distinct, undulating façade. Working with architecture and interior design
studio Baranowitz + Kronenberg, Tel Aviv, Israel, EHPC completed a significant transformation in the hotel during a micro six-week closure, a feat van der Hoek credits to
the team's internal shorthand and clarity about what they like and know works.
"Liran and I have 'chemistry' - we read each other's minds," he says. "He has
great vision, and I think I can translate that into the delivery of our concepts."
That's critical when there's a need for speed. Van der Hoek says certain
changes such as hallway ceiling textures or tweaks to guestroom art can be
quickly agreed upon. Pieces by multi-media conceptual artist Bernat Daviu will
be featured in the 91 guestrooms and suites, of this Design Hotels member,
along with handcrafted, Spanish-designed rugs and Italian furniture.
The ground floor uses space and design to tell Barcelona's story, a "journey
through landscapes" with natural materials reminiscent of the city's duality
between the mountains and the sea. A copper mesh ceiling injects fluidity and
drama, while locally-sourced oak parquet flooring, dark walnut furniture and
Carrara marble speak of earthly delights.
To achieve consistency without standardization. all EHPC hotels have a "blue
book" guiding design, operations and experience decisions so that getting from A
to Z is never automated and each hotel feels boutique. "We adjust the art,
uniforms and brand photoshoots for each neighborhood," says van der Hoek.
Even greetings differ to fit with each property's surroundings.
EHPC also trains staff on its planet-preserving initiatives, including membership in the Green Globe organization providing sustainability certification.
"Everyone talks about sustainability, but the industry can better educate guests,"
van der Hoek says. "For example, Amsterdam's tap water is sourced from natural
underground reservoirs - there's no need for plastic bottles!"
16

boutiquedesign.com MAY 2019

This attitude also shapes the group's design strategies. Plants in public areas
and guestrooms improve air quality and create a sense of connection with
nature. Quiet nooks such as each hotel's library are designed with comfortable
seating groups away from the main circulation to encourage guests' mental
balance and, hopefully, disengagement from phones.
Next up? The 2021 opening of the Milan EDITION, developed in collaboration with Ian Schrager and Marriott, with design by Lissoni Associati, the multidisciplinary studio of Italian architect, art director and designer Piero Lissoni.
Constantly looking towards the future has kept van der Hoek on his toes.
"It's important to feel you have a purpose," he says, "and going from GM to ceo
in 12 years has meant I'm always learning, learning, learning. It's only by
exploring areas out of your comfort zone that you, personally, as well as your
company, will grow." 

STEVE HERUD

3 A guest bathroom in
Max Brown 7th District,
Vienna uses a focal-point
floor to shake up design
expectations.

http://www.boutiquedesign.com

Boutique Design - May 2019

Table of Contents for the Digital Edition of Boutique Design - May 2019