BaseCamp, a leading European brand in innovative student residences, is launching a hybrid hotel concept to round off their offering and optimise their estate. Creative Supply helped shape this fresh new concept.
Present across Central and Eastern Europe, BaseCamp has become a central player in the market for “next-generation” student accommodation. Their residences have a more “designer” feel, greater comfort, offer premium services (fitness rooms, bars and events) and are particularly popular amongst both students and residents of the neighbourhoods in which they’re located. Riding on this wave of success, BaseCamp recently decided to branch out into the hospitality sector with a hybrid offering that builds on their existing residences. The company hired Creative Supply to help them refine their concept and fine-tune the customer experience.
What connection lies beneath the concepts behind hotels, student residences, and long-term residences for professionals? At first glance, there’s not much there. But BaseCamp hotels are unlike other hotels. We have devised a concept dubbed “Hospitality. On your own terms,” which places the accent on a customer experience that takes the best of each type of accommodation.
Guests staying at BaseCamp hotels are free to interact with residents in the common areas (gym, movie room, restaurant, terrasse), or enjoy the spaces dedicated to their stay (high-end rooms, dedicated laundry and kitchen facilities).
We did significant work on signposting the experience in order to optimise the flow between residents and hotel guests. Enhancing staffing, automating administrative procedures (check-in/check-out, payment), organising the common areas… everything was examined to streamline venue management, without taking away from the comfort and overall experience of each and every occupant.
To further assist BaseCamp in this time of growth and new activity, we also created new communication media for the brand. Our art director, Hyo Jung Lee, updated their visual identity to make it more exciting and shine a light on the novel features of BaseCamp hotels. In particular, a series of illustrations were drawn up to showcase the modular aspect of each establishment.
The first BaseCamp hotel is set to open its doors in Dortmund in 2022.