Uniformity: how to "un-chain" hotels?

Armin Fischer & Andrea Kraft-Hammerschall

CEOs - Dreimeta

Armin and Andrea have been working together for a total of 8 years. Beginning early 2017, Andrea became a joint partner in the firm. Dreimeta is a multiple award winning design agency, based in Augsburg, Germany. They have developed concepts for pioneering hotel operators, such as 25hours Hotels, repeatedly proving their expertise in establishing spaces with unique character and soul, which evoke emotions and stimulate the senses. The more one’s senses are tickled, the better one understands the spirit of the hotel. The higher the degree of personal involvement, the more a guest becomes a part of the whole. Lasting memories are created, and these are the memories that someone brings back from their journey which play a leading role in the reflection of their personal past. "As travel is never about which country we chose to spend our time, but about what we bring back with us into our everyday lives“, says Andrea. Positive surprises and elaborate details are central to this approach. The stay becomes an experience that turns into a memory, of which one speaks in retrospective. This surely was the same in pre-instagram times, but today, these memories are being shared extremely fast and the environment – or the followers - are getting involved much sooner. Dreimeta has always placed special emphasis on this stimulus of the senses and has been refining this focal point ever since. As different and varied their projects may be, they always tell a story. They do not work with a fixed "design style," but instead tackle every new project with a different approach.

Guy-Claude Agboton

Journalist, Head of design section - IDEAT Magazine