Neighbourhood watch

Based on this philosophy, the brand has now launched Shop the Neighbourhood, offering curated items found in, or inspired by, several Hotel Indigo global properties around the world.

Artisans and local makers featured include celebrity milliner Gladys Tamez (inspired by Hotel Indigo Los Angeles Downtown), Trabi Safari (Hotel Indigo Berlin – East Side Gallery), Hilary Grant (Hotel Indigo Dundee), Les-Ottomans Home Design (Hotel Indigo Venice Sant’Elena), street artist Lee Quinones (Hotel Indigo Lower East Side New York) and Muzen radio (Hotel Indigo Bangkok Wireless Road), which has so far been one of the most popular items.

“We wanted to take that neighbourhood idea a little further by making local arts and products available to a wider audience and to profile some of these great elements we integrate into the hotels,” Moskal explained.

“Guests tell us they love the materials, themes, fabrics and ideas we use and this gives them – and anyone – a chance to have some of the things at home.”

Consumers purchase direct from local artisans, with all revenue from sales staying with the creator.

Hotel Indigo selected six hotels to focus on initially to see how the project would take off, and will look to see how that can be expanded, Moskal said.

Beyond the new shoppable hotel room concept, the brand also has an ambitious expansion plan.

Over the next three to five years, Hotel Indigo is set to double its portfolio, making it one of the largest boutique brands in the fast-growing upper-upscale lifestyle segment.

The move will see it enter new markets such as Peru, Australia, New Zealand, India, South Korea, Japan and Vietnam.

But before that will be other new countries such as UAE (a hotel will open soon in Dubai) and Japan.

Meanwhile, a hotel is planned in Coachella, the Californian town that shares its name with the famous music festival nearby and there will also be a Hotel Indigo opening in Miami’s transformed Brickell area this year.

“We continue to grow in global gateway cities and smaller cities that have a strong arts and music story,” Moskal said.

“We are appearing in many more cities now so I think it makes a strong portfolio for agents to be able to present to their clients – we will open about 22-25 hotels during this year alone, that’s 25% growth in one year, and 30 next year. That gives agents a big story to talk about, and means opening up many more conversations with the trade from our side.”

The shoppable Hotel Indigo items include:

• Hats made by celebrity milliner Gladys Tamez, loved by the likes of Beyonce, Lady Gaga, Madonna and Jennifer Lawrence (inspired by Hotel Indigo Los Angeles Downtown)
• Miniature model of the cult Trabant car, available from Trabi Safari (Hotel Indigo Berlin – East Side Gallery)
• The “Seaward” blanket inspired by seascape paintings of the late artist Sylvia Wishart and made by Hilary Grant (Hotel Indigo Dundee)
• Wall plates by Bertrando Di Renzo (pictured above) from Les-Ottomans Home Design depicting key figures in the Ottoman Empire (Hotel Indigo Venice Sant’Elena)
• Limited edition prints, spray paint box kits and small, hand-painted “Tag” pieces by street artist Lee Quinones (Hotel Indigo Lower East Side New York)
• A red stainless steel, battery powered Muzen radio and Bluetooth speaker (Hotel Indigo Bangkok Wireless Road)