Graven, has a long history of collaborations with Carlson Rezidor Hotel Group, most recently with the new Radisson RED that recently opened in Brussels, the first location for the brand. In addition, Graven is working on Radisson RED projects with Carlson Rezidor in the USA, Europe, Middle East and Africa.
Ross Hunter, Director at Graven comments: “We are proud to be working alongside Carlson Rezidor to develop and deliver designs for Radisson RED. Our relationship with the hotel group expresses our international focus on lifestyle brands.”
Radisson RED is a new hotel philosophy and lifestyle brand that reflects the ageless millennial mindset. Inspired by art, music and fashion, the brand is driven by bold design and breaks the traditional hotel model. Radisson RED recognizes that today’s guests seek a DIY, customizable experience driven by technology.
“Radisson RED boasts a forward-thinking design and offers a new guest experience fuelled by personal interaction and personal choice. And we are pleased to continue our longstanding relationship with Graven to bring this brand to life in Brussels,” said Roger Chacko, chief marketing and branding officer, Carlson Rezidor Hotel Group.
In Brussels, the design studio responded to Belgium’s history of comic art and illustration, and collaborated with local artists Wauter, Mannaert and Max de Radigues. The art throughout the very first Radisson RED is a massive collection of pieces produced by Wauter and Max including some live in-situ illustration pieces produced days before the hotel opened.
In Cape Town, Graven worked with artist Cameron Platter, who created a mix of large-scale pieces that will feature in the guestrooms and public areas. The nature of the brand strategy connects the guest with the location.
Graven Creative Director of Hotels & Leisure, Jim Hamilton, said: “Graven has been working closely with Carlson Rezidor for quite a few years now on this project and it’s great to see the first project completed and so well received.”
While many hotels clearly delineate between lobby, reception and bar spaces, Radisson RED doesn’t obey any of these fussy conventions, instead reacting against them and opting for seamless, social and multifunctional spaces.
This is a fresh take on the often tired traditional reception spaces. The areas are delineated by a variety of bespoke screens and furniture elements that work together to create an inviting, lively and informal atmosphere.
Instead of meeting rooms there are Events & Games Studios, where a daytime board room can be transformed into an entertainment suite with cinema screen and table tennis. The Events Studios actively engage with the adjacent streetscape and where possible are highly visible to the outside world. Panoramic windows where possible are key to the atmosphere within the Studios with good natural daylight a must.
Graven has been working in collaboration with Carlson Rezidor Hotel Group for over 14 years, developing a variety of designs worldwide. The first design was for the Collage Bar in the Radisson Blu Hotel Glasgow, which led to projects in Europe, Scandinavia and the USA. The Radisson Blu Aqua Hotel Chicago, Radisson Blu Hotel Mall of America and Radisson Blu Minneapolis Downtown are also projects Graven and Carlson Rezidor have collaborated on.
Photography: © Carlson Rezidor Hotel Group 2016
Press articles on Radisson RED:
Sleeper Magazine | May 2016 Issue