Premier Inn to open high-tech Hub branches

IM London has branded Hub by Premier Inn, a new high-tech city centre hotel concept, which will be accessed by guests using an app.

Hub by Premier Inn

The app, also created by IM London, will also allow them to check in, change the room temperature, organise a wake-up call, stream content onto a TV, order room service and find out about local entertainment.

IM London which specialises in travel and hospitality branding, has been working with Premier Inn owner Whitbread since 2011 to develop the Hub brand.

Taken from Hub by Premier Inn guidelines
Taken from Hub by Premier Inn guidelines

An acid green identity, a ‘young, playful, friendly’ first person tone of voice, print communications, an app and a website are all being developed by IM London.

Icons for marketing literature have been developed with ‘informality and openness’ in mind according to IM London and will have the same look and feel as those used on hub interfaces.

Taken from Hub by Premier Inn guidelines
Taken from Hub by Premier Inn guidelines

‘This is a new generation of urban hotel for a technically savvy and well-travelled market – so we had to come up with a sleek, contemporary and confident visual identity,’ says Arnold Woodhouse, director of IM London.

IM London says, ‘intelligently designed bedrooms’ will feature a desk that folds into the bed, luggage storage under the bed, an en-suite bathroom with power shower – and free wi-fi and a 40” TV. Interiors are being designed by JSJ Design.

Secondary colour palette
Secondary colour palette

Work will begin on the app in August and the first Hub is set to open in summer 2014 before a roll out across 40 sites by 2018.

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  • Calypso Harland November 30, -0001 at 12:00 am

    The branding and name is so closely related to the ‘hub’ already in existence. Check out

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