The role of these curators is to carefully collect, plan,
and design each detail within the hotel from the
artwork to the wines offered and even the types of
bathroom amenities. Every meal is now something
reminiscent of in-house restaurants featuring top
chefs or popular restaurant chains like those of the
TAO group, or the Todd English Food Hall in the
Plaza. Master mixologists are brought in to curate
the drinks in the lobby bars, as well as the baristas
for coffee and tea selection available in-room, often
sourced locally or shipped directly from the town
where it grows.
Nobu Hotel exemplifies the overall consumer
experience, building on the same key principles
throughout the hotel and restaurants and
encompassing the unique chemistry and balance of
luxury, fun, craft, and theater.
During my role as creative director for the MIRA
Hotel in Hong Kong, I recognized the importance of
“Hospitainment”. At Colin Cowie Lifestyle, we have
a division for hospitainment because of the needs
of the consumer, and now more than ever brands
need to partner to complement the total DNA of
a client. What I do is create experiences, and these
details that seem minute are actually the “AV” or
added value that transform a hotel from a lodging
destination into a curated story and authentic
experience. Customers know they can get into a
perfectly made bed at night or be served dinner on
the finest china, but branded experiences have the
power to carry the hotel stay into their daily lives,
and transform their hotel brand preferences.
The savvy consumer of today wants the best brands
at their fingertips, no matter what it is or where they
are, and that is why it is essential for hotel brands to
partner to gain credibility in that respective space.
Together, these luxury brands and 5-star hotels have
the ingredients to create a full 6-star experience.
About the author
For more than two decades, celebrated event designer
and producer Colin Cowie has created some of the most
talked about parties and events around the world. With
clients like Oprah Winfrey, Jerry Seinfeld, Ryan Seacrest,
heads of state and foreign dignitaries, Cowie provides
luxury experiences for the most celebrated people. He
has designed and produced every conceivable type
of celebration—from cocktail receptions to product
launches to royal weddings. Having spanned the globe
multiple times, he has traveled 13 million miles in
search of the finest and most authentic experiences for
his clients. A regular contributor on the Today show,
Cowie provides expertise on event planning and lifestyle
advice. He is also the author of 10 books on lifestyle and
entertaining.
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