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Are you cool enough to book a room?

There is a serious problem with Morgans Hotels’ new website, which starts today. It’s such a captivating experience that you might forget to book a room.

Morgans Hotel Group was the team that originally started the boutique hotel phenomenon, which subsequently spawned a slew of counterfeits. Today, Marketing Director Scott Williams challenges his competition to increase the placement on hotel websites as well: “Our goal is 100% to create and maintain brands and brand experiences, as well. others want to copy, ”he said. “If the mood can be copied … this site is ready for forgery”

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Creating cutting-edge aesthetics has always been the driving force
behind the group, which relies on design and a sexy atmosphere to attract its
target audience. Do not come to a Morgans Hotel if you want a good
small Mr. Coffee machine in your room or a large office where you can dig
on your spreadsheets. But if you revel in the scene, you wanna sip
exotic cocktails by a pool to see and see (no swimsuits, please!), and are willing to pay extra for design cues that are often more visual than functional, this is your place. Designed to capture the Morgans vibe, the site is packed with video clips of designers talking about the ideas behind their designs, lists of cool things to do in the city you’re staying in, and lavish photographs of the rooms and hotel, the all. set to music appropriate for the scene. Fortunately, this is also enough without Flash.

We have tested the site in beta. Here is what we liked the most:

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Creator Videos. Hear from Wanders explain how The Sleeping Beauty inspired his design for the Mondrian Miami Beach, and Benjamin Noriega Ortiz (above) discusses the role of Alice in Wonderland in Mondrian LA (What’s next in the recession? The little girl with matches Takes Manhattan?) Be sure to click through Noriega Ortiz’s discussion of how Hollywood’s intrinsic vanity shaped her design. This will explain all these mirrors.

Room selector: Choose your city, click on the hotel, and a list of rooms available for the desired date appears, each with a description of the room’s amenities and photos of what it looks like. Plus, there’s a short list of cool things happening while you’re in town.

The list: MHG has partnered with UrbanDaddy to populate the site with activities, restaurants, shops and clubs organized according to the target hotel demo (a sample of which appears during the booking process). Rightly so, these tend to be heavy on design-themed sites. In London, for example, guests are directed to Damien Hirst’s new consumer boutique, the Saatchi Collection, an accompaniment song to Sound of Music and (super surprise!) The Oxford-Cambridge boat race. Even if you don’t plan to travel, you can subscribe to an RSS feed from the list for a specific city.

Here is what is less successful:

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Video of Shepard Fairey. We love Shepard Fairey, but this one took a bit too long, and the edit was weird, with too many close-ups of her mouth. OK, so filming a guy sitting in a chair talking is difficult, but it started to make us uncomfortable. Splicing photos of his work would help, especially for people who don’t know him beyond the Obama poster.

Sparse content on older hotels: After reveling in the creator’s fantasies for the Mondrians, it’s a bit disappointing to find so little for the Delano, the Hudson, or the Paramount. Granted, now that Starck has moved on to competition, MHG can’t bring him back to babbling about the chandeliers of Delano’s Rose Ba, but the richness of content at other hotels makes the older ones seem more conventional in comparison. According to Williams, the content of these hotels will be worked out over the next few months. And by next week, the site will begin featuring “The Recess Sessions,” videos from established and upcoming musical artists, all shot in hotels.

Finally: would this site encourage us to book a room? For someone who’s not 26 anymore and tends to arrive with a battered suitcase and laptop (yes, even, sadly, while on vacation), the site’s cool quotient is almost intimidating. I am not worthy! But if I was younger, richer, taller, thinner, tanned, blond and had cooler jeans, I would look for my credit card.