Germany’s first Premier Inn


Germany’s first Premier Inn – Frankfurt Messe – marks a big step in the European expansion of the brand. Our client JSJ design were tasked to convey the look and feel of Premier Inn in a completely new market.

Adopting European-style open-plan lounge, dining and reception areas, the new hotel remains true to its heritage and carries a distinct British charm.

The overall look and feel has been loosely described as a ‘contemporary British library’ theme, which came from an exploration of what it means to be British. Literature plays a big part in our history, from Shakespeare to Lewis Carroll, and we played with the illustratable and quotable elements of several classic texts in the design. We also incorporated traditional furniture styles such as the Chesterfield sofas, alongside accessories such as colourful porcelain versions of the iconic British Bulldog.

Natural wood and dark warm tones are offset by bright shades of turquoise, sunny yellow accents and pink and purple highlights. Statement pendant lighting creates distinct areas and sets the tone for the use of space, from focused and bright in the Work Zone, to warm and cosy in the lounge and dining areas.

The result is a contemporary multipurpose space that adapts to meet the changing needs of guests throughout their stay.

Working together with in house PR team, This Is Publicity carried out PR and social media activity for the launch.

Objectives: Build JSJ Design profile in the hospitality press

Results: SleeperArchitecture UpdateSpace and Business Traveller all covered the new Premier Inn opening.

P_INN D3 1 P_INN D3 44 P_INN D3 379 P_INN0203