The Loft is designed as a nomadic, self-contained, upscale extension to the existing Flying Nest proposition, to reinforce the Group's positioning in the mobile pop-up accommodation market, with its roots in the heart of our Accor Live Limitless strategy.
The objective is simple: to offer exclusive experiences right at the heart of events, out in the country or in out-of-the-ordinary locations. The opportunities are endless, such as team building trips, weddings, detox weekends and festivals, but every moment is unique. So, The Loft's value proposition fits perfectly with Accor's Augmented Hospitality strategy.
Premium, Immersive and All-inclusive: an answer to our guest’s needs
The Loft is the result both of an observation and a trend: the lack of hotel solutions that combine comfort and closeness to major events, and travelers’ growing demand for out-of-the-ordinary experiences.
The concept therefore has what it takes to appeal to a wide range of travelers and offers an infinite variety of possible experiences, whether for a family trip or with friends or colleagues.
The Loft’s DNA is undeniably bound up with the setting and event where it is located. Whether it’s in the middle of a music festival, or amid the stunning setting of the Pays de Fayence hilltop villages above the French Riviera, or around Lake Annecy, or even in a desert, The Loft can go anywhere easily, combining the Group’s hotel know-how with its sense of service, to meet our guests’ desires, whether for getaways, partying or taking a break away from it all, in complete comfort.
A technical and design achievement
Designed in collaboration with the Group’s Design teams as well as with external experts, including Gruau, the French vehicle conversion specialist, the Penson Studio, and the firm of architects, D+B, The Loft aims at meeting the triple objective of practicality, quality and stylish design. This mission resulted with an immensely impressive prototype that carefully balances space, weight and mobility, despite the technical constraints.
The Loft is highly mobile, moving easily from one place to another, to provide 30m² of almost entirely glass-covered living space. The Loft is also unique in being totally self-sufficient as regards water and electricity supply for its six guests on a 3-day stay.
2019 – the Test & Learn phase
This new prototype has been in its test phase since May 2019, traveling the roads to various types of event, including: the Showroom in the Artists Village at We Love Green in Vincennes (France) and playing host to journalists from Esquire magazine at Glastonbury in England, in partnership with Pop Up Hotel (luxury pop-up accommodation). The Loft has also welcomed ibis Music competition winners at the Eurockéennes de Belfort rock music festival and at the Sziget Festival in Budapest.
So these first months have allowed us to carry out surveys with various target groups and work on the principle of collaboration with one brand, ibis France, offering an all-inclusive package in a more intimate setting, such as a night on a private beach or at the heart of a festival, accompanied by sports activities and F&B.
The guests interviewed emphasized The Loft's design quality and practicality, the comfort of its bedding and the upscale experience offered.
The Loft showcases the Group's ability to take a keen interest, transform itself and offer its guests an ever-increasing range of top quality, innovative experiences – notably with Elite Experiences, in the heart of the countryside or even entirely new experiences in the middle of the desert.
Le Loft in numbers:
- 30m2 of living space
Up to 3 days' power and water supply for 6 people
- 1 double bed on the ground floor + 4 single beds - or 2 double beds - on the upper level
- 1 terrace
- 1 fitted, equipped kitchen area
- 1 bathroom
- 1 dry toilet