Rain did not dampen Marriott International’s January launch event at L.A. LIVE for its new lifestyle brand, Moxy Hotels. Attracting participants from the American Lodging Investment Summit (ALIS), Marriott International executives, travel media, the public and key social media influencers, the two-day outdoor festivities were designed to bring the brand to life.
To that end, maritime-grade shipping containers, some stacked, were set up across the Nokia Plaza, serving as a deconstructed hotel with a lounge, prototype room and social spaces. “It was really important to show what Moxy’s entire immersive experience is about and showcase our attitude,” explains Vicki Poulos, global brand director for Moxy Hotels. Squarely aimed at millennial travelers, Moxy’s intent is to provide an affordable product that doesn’t sacrifice style or comfort. Yabu Pushelberg for NY is the design partner for the boutique properties, which will have compact rooms (183 square feet is the standard size) with closets replaced by a long wall of pegs and tech extras like 47-inch TVs and free speedy Wi-Fi. Each Moxy Hotel will feature a “living room,” an inviting take on the traditional hotel lobby, with free Wi-Fi, games and lots of charging stations.
At the launch event, shipping containers craned in and transformed by SG Blocks, a designer of container-based structures, included a rustic bar with furniture made from reclaimed wood. Everything was Instagram-ready for the brand hashtag #atthemoxy; body-painted models were one element of the eye-catching vignettes. The event took six months to coordinate, and the containers were subsequently shipped to Marriott’s headquarters in Bethesda, Maryland, to further inspire.
The first Moxy Hotel is already open in Milan, Italy; 20 more will open across Europe over the next two years. Stateside, hotels will open in New Orleans, four in New York (the brand’s flagship at Seventh and 36th), Seattle, San Francisco, San Diego and D.C. Stays earn Marriott rewards points—a travel perk that all ages crave.