AGORA PLACE ASAKUSA

TitleAGORA PLACE ASAKUSA
ClientAGORA HOSPITALITIES
Product / ServiceAGORA PLACE ASAKUSA
CategoryA09. Environmental Design
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Advertising Agency BEACON COMMUNICATIONS Tokyo, JAPAN

Brief Explanation

They wanted to keep the low cost, but try to create something that would be a magnet for these business men, as well as women, families, couples, or customers with their pets who are traveling in the area.

The Brief

Japanese business hotels are typically low cost, lousy one or two night accommodations for salary men. Agora Hotel came to us wanting to do something different.

How the final design was conceived

We created a new concept business hotel, we call D.I.Y. hospitality, where customers choose amenities and services in a colorful, simple, and highly designed environment to create their own styled stay. At check in guests choose from a variety of soaps, shampoos, pillows, cushions, and towels. And pick up any extras such as foot massager, aroma diffuser, iPad, stationary, cups, dishes, or other amenities by themselves. Some items are included in the base rate while all the guests also have a freedom to pay and pick up other optional items. Agora Hotel highlights it's value through design and by selling the freedom of choice, allowing visitors to create their own comfort, style, and experience.

Indication of how successful the outcome was in the market

When we started the project they said occupancy was low and they were disappointed believing there was so much potential in this business area of Tokyo. After the re-launch as the Agora Place Asakusa on July 27, 2012, the reputation toward the property was drastically transformed. For instance, the total score became 3.82 out of 5.00 scales among 105 reviewers at Rekuten Travel up to May 7, 2013. Also, we have found most of foreign travelers rated 4 out of 5 through TripAdviser. (average 4 from 76 reviewers)

Credits

Name Company Position
Jon King Beacon Communications K.k. Executive Creative Director
Chie Arakawa Designer
Shigeru Ishii Art Director
Takashi Kaneko Beacon Communications K.k. Art Director
Mayumi Kato Beacon Communications K.k. Creative Director/Account Director