Europe’s hotel design and development event announces a theme to challenge and intrigue

Sleep, Europe’s hotel design and development event which celebrated its record-breaking attendance last year has unveiled its theme for this year’s show. ‘The Science of Tribes’ is to be explored, interpreted, debated and re-imagined into the hotel context in the course of the two-day event on 22-23 November at The Business Design Centre in London.

The topic has sparked the imaginations of design heavyweights, with five international names confirmed for this year’s Sleep Set competition in which concept rooms, re-imagined afresh every year, explore new perspectives in hotel guestroom design. Leading international practices Aukett Swanke and Gensler, each represented by their London studio, will be joined by cutting edge Tokyo-based Mitsui Designtec, award-winning interior design specialists Studio Proof, and WOW, the innovative Singaporean practice known for its outstanding hotel and resort design across Asia.

This year’s topic gives participants and visitors the opportunity to explore the science of design by harnessing the Sinus Institute social model to identify attitudes that create tribes based on the shared values of their members, providing each Sleep Set designer a tribe for which they will be designing a guestroom. The tribes are:

o   Aukett Swanke design for the Sensation Oriented Tribe

o   Gensler design for the Digital Avant Garde Tribe

o   Mitsui Designtec design for the Established Tribe

o   Studio Proof design for the Performers Tribe

o   WOW Architects design for the Intellectuals Tribe

Nicola Law, Associate Senior Interior Designer at Gensler, says: “This year’s Sleep Set theme is particularly thought-provoking – really getting under the skin of us as people – how we socialise and spend our time.”

The Sleep Sets will once again be located on the Gallery level of the “Other Hall” in the Business Design Centre. Visitors will be able to hear the designers make their case before a panel of judges in a conference session on Day One, followed by the announcement of the winner of The Science of Tribes Sleep Set competition during the evening drinks reception on Day One.

Erik Nissen Johansen, Creative Director and Founder of Stylt Trampoli and a judge of last year’s Sleep Set says: “The Sleep Sets are a window for creatives to show the hotel industry uncompromised ideas. They ease our fear of being wrong and lead to greater innovation.”

Other plans announced for Sleep 2016 include:

The Conference – This will also explore the theory and the practice of ‘The Science of Tribes’. Forward-looking panels of experts working in hotel development as well as operators, investors, designers and innovators from cutting-edge sectors will debate this and other topics likely to impact the industry in months to come, roundtables will offer face-to-face opportunities to learn from the leaders and international design stars will share their inspiration. The conference is free-to-attend.

Spaces – An innovation for 2016, this collection of showcases located in the “Other Hall” will offer a complementary experience to both the high-concept Sleep Sets in the Gallery above and the exhibition in the Main Hall below, with stands designed as hotel spaces where selected suppliers will display their furniture, fittings and accessories in situ. Roca, Impey and McGowan Rutherford are confirmed to date.

The Exhibition – Every year, the exhibition is carefully orchestrated to ensure the most compelling combination of newcomers and regular names, larger manufacturers and bespoke artisans. This year, Sleep newcomers will include Cole & Son, Designers Guild, Lelièvre and Lincrusta Heritage Wallcoverings who will be joining such Sleep regulars as Dare Studio, Egger and Heathfield & Co.

Late night opening & Sleep After Party – Also new for 2016, Sleep will be staying open until 9.30 pm on Day One to allow time-pressured designers to attend, for more business to be done and for networking to be enjoyed with a party vibe.

Joel Butler, brand manager for Sleep says:

“Sleep is a highly focused event that brings the hotel design community together. It is the chance for participants to make an impression and provoke thought and for visitors to learn and be inspired by challenging ideas. That’s why this year’s theme is so exciting. It has the potential to change the way people think about their hotel projects.”