Instagram tests out new vertical grid option, the lifestyle hotel brand wars intensify, and offices look to luxury hotels to entice people back to work. All that and more in this week’s Five on Friday.
The “hotelification” of offices lures people back to work
A rendering of the HWKN-designed “work resort” complex Sky Island at Canada Water in London; Rendering courtesy of HWKN Architecture
To bring workers back to the office and redefine post-pandemic workspaces, companies are crafting “work resorts” that rival hotels, writes The New York Times. For example, the Springline complex in Menlo Park, California boasts nine restaurants, outdoor workspaces, a residential building, and community events. Matthias Hollwich, founding principal of global design firm HWKN, is designing a work resort complex called Sky Island at Canada Water in London. “It’s not like home. It’s not like the other office buildings. It’s novel,” he told the newspaper. This trend, dubbed “hotelification,” is spreading across sectors, offering workers environments that are not only functional but also beautiful and inspiring. Yet, questions remain whether these amenities can entice people away from the comforts of remote work.
Airbnb supports Refugee Olympians in Paris
Airbnb tailored an event space for the Refugee Olympic Team for an event in Paris; photo courtesy of Airbnb and Marine Burucoa
The Olympic Refugee Foundation (ORF) and Airbnb.org have partnered to celebrate the 37-person Refugee Olympic team and raise awareness of the growing number of people forced to flee their homes. The partnership dates back to 2019 when Airbnb and the International Olympic Committee (IOC) announced a joint commitment to provide longterm support for displaced people. ORF has provided access to safe sport for more than 400,000 displaced youth, and Airbnb.org has provided free, temporary housing for more than 210,000 refugees and asylum seekers. Airbnb and the IOC also announced their partnership to support the Olympic Movement through 2028, which will promote international travel experiences for athletes and their fans in Olympic and Paralympic Games. Highlighting Airbnb’s commitment to inclusive travel, Para athletes including Axel Allétru and Sofyane Mehiaoui have opened their homes for two overnight stays during the Games in Paris this year. Airbnb also recently celebrated the Refugee Olympic Team at an event at Les Jardins du Pont Neuf in Paris.
The new PDX airport terminal celebrates Portland
The new terminal at PDX airport in Portland, Oregon; photo courtesy of Port of Portland
Often ranked one of North America’s best airports, Portland International Airport (PDX) has unveiled a striking new terminal by local firm ZGF Architects that epitomizes the city’s spirit. The $2 billion project is a testament to Portland’s commitment to sustainability and community, featuring a mass-timber roof constructed from 100 percent Pacific Northwest wood. Standout features include a 54-foot-tall undulating roof made from ultra-durable glulam planks, and the venue showcases local brands like Powell’s Books and Blue Star Donuts, while the return of the iconic ’80s carpet pattern adds a nostalgic touch. “People here are weirdly proud of the airport,” photographer and Portland In Color founder Celeste Noche told Condé Nast Traveler. “And I don’t blame them—I am, too. As someone who travels a lot, airports can feel depressing—a place you want to get in and out of. But the new spaces at PDX, it’s actually fun to hang out there.” As an example of that fondness, earlier this month thousands showed up to a PDX dress rehearsal, where they role played several traveler scripts to help the airport work out any issues.
Instagram tests out new vertical grid
Photo courtesy of Adobe Stock
This week, Instagram began testing a significant change to its profile grid format, shifting from the classic square layout to vertical rectangles, reports The Verge. According to Instagram head Adam Mosseri, the change aligns with the predominance of vertical content on the platform, reflecting modern user habits. While the test is limited, it could disrupt many carefully curated profiles, sparking mixed reactions. Instagram says it will consider community feedback before making any permanent adjustments, emphasizing a desire to better serve contemporary content formats.
Hotel acquisitions heat up
The Hotel Genevieve from Bunkhouse Group, part of Standard International; photo by Nick Simonite
Capped by Hyatt’s recent purchase of Standard International for $335 million, it’s been a busy few years for hotel acquisitions. In March, Hilton bought Graduate Hotels for $210 million, a move we called “a rare acquisition for Hilton, which, in the past, has organically launched its own brands.” A month later, Hilton got its first luxury lifestyle brand by taking on a controlling interest in Sydell Group, with plans to expand its NoMad Hotels brand worldwide. This comes at the heels of another major merger, Wyndham’s partnership with hospitality group SBE to launch a smart lifestyle brand.
As for Hyatt, the Standard’s addition to its lifestyle portfolio, which includes Dream Hotels (a 2023 acquisition), Thompson Hotels, Andaz, and Alila, gives the hotel company “a significant shot in the arm,” writes The Points Guy, as the lifestyle wars heat up. “Pretty much all the major hotel companies are now not only in the lifestyle space, but are aggressively trying to compete in this lifestyle space,” Sid Narang, managing principal at private investment firm Crescent Capital Ventures, told Hotel Dive.
