All Together Now

With the UK’s pilot events beginning to pave the way for the return of largescale gatherings, London’s hospitality industry is gearing up for an actionpacked end to the year.

Words: Ben Thomas Virtual alternatives have no doubt served a purpose during the trying times of late, but there’s a key element often missing when people take to their screens from home rather than attending an event in-person – the all-important networking. How many times have business opportunities arisen from a chance run-in, or at the bar in the early hours?

There are, however, reasons to be optimistic that these encounters will return in the near future, as governments around the world continue to test the waters on large-scale gatherings in line with the easing of social distancing regulations. Kickstarting the road to recovery, these pilots are providing light at the end of the tunnel for the hospitality sector. BACK IN BUSINESS

It’s not just hotels readying themselves for a wave of events either, with exhibition centres putting all of the necessary protocols in place to ensure they can throw open their doors. Design Centre Chelsea Harbour has announced that Focus/21 will take place from 19-24 September, with the 120 showrooms on site presenting their new season collections alongside a programme of talks, workshops and artisan demonstrations. Magazine London on the banks of the River Thames meanwhile will be home to the inaugural Design London – formerly 100% Design – from 22-25 September. The purpose-built venue is located by a dynamic new Design District, which will offer affordable office and studio space

exclusively for the creative industries when it opens this summer.

North of the river, Olympia London – set to undergo a £1.3 billion regeneration over the next four years, becoming a new neighbourhood in itself – will welcome Decorex for the second time from 10-13 October, with its line up of highend exhibitors and installations accompanying a circus-inspired bar designed by Sara Cosgrove.

And the cruise sector is preparing to bring live events back to UK shores too; docking at ExCeL London from 1-2 December, Cruise Ship Interiors Expo Europe is looking to reunite the industry for two days of networking and conference sessions after what has been a turbulent 18 months.

And finally, in what will no doubt be a jubilant celebration, AHEAD Europe will return to Evolution on 19 November, honouring the best in hospitality experience and design across the continent.

On-Screen or In-Person...

FLEXIBILITY FIRST

One of the fundamental learnings from the pandemic is the need to be more flexible, something that hotels across the capital are taking on board as they reopen their event spaces. Operators have been proactive in developing concepts geared towards hybrid events; Accor teamed up with Microsoft to combine physical in-hotel meetings with simultaneous virtual interactions, and Radisson installed more advanced technology in its workspaces. The Royal Lancaster London meanwhile introduced a Smart Studio for virtual, hybrid or live events, installing an extended reality stage, broadcast cameras and TV-ready lighting. The eagerly awaited Pan Pacific London will show off its tech-savvy ballroom from September, while The Londoner is set to introduce a 864-capacity pillarless ballroom, flexible meeting spaces and two private screening rooms powered by the technology of Odeon Luxe.

NEW KID ON THE BLOCK

An event that has also got the industry talking is HIX; dedicated to the world of hospitality, it promises to bring a sense of ‘togetherness and understanding’. Billed as a unique hotel design experience, the two-day gathering – taking place from 18-19 November at London’s Business Design Centre in Islington – will feature product showcases from a selection of leading suppliers, a talks programme addressing life in the post-pandemic world, and installations from the likes of Stroop, Conran & Partners, Areen Design and Christian Sieger – the overarching idea being that visitors leave feeling inspired about the work they do and the community they’re part of.

“All Together Now has been our mantra since the first UK lockdown,” explains Founding Director Joel Butler. “It’s unapologetically emotive and impossible to measure, but when a group as creative and energetic as the hotel design community are separated from one other for so long, the rallying cry seems like a pure and simple objective for us.”

Butler continues: “If togetherness comes from the heart, then understanding is all about the head. HIX poses one question to the hotel design community: how can you understand consumer needs in order to create a more memorable guest experience? We explore the solution by tapping into six social shifts – Meaningful Value, All Together Now, The Hotel Safe, Truth, WFHotel and Compassionate Design – and applying them throughout the event as interlinked conversations. These conversations flow into our seminar programme, installations and many of our exhibitor’s spaces to tell the ever-changing story of hospitality design. We like the idea of joining the dots.”

Uniting emerging and established brands to represent the entire hotel interiors supply chain, the inaugural exhibitor line-up already boasts over 100 suppliers from the worlds of bathrooms, furniture and lighting, with the likes of Roman, Chelsom and Bette all set to present new collections during the show. There’s also technology companies, wallcoverings and beds on the bill, not to mention those leading the way in the art, furniture and surfaces sectors. Each will be invited to transform their stand into an experience, sparking conversation amongst those in attendance.

While the hope is that London – and the

world, for that matter – will be open without restrictions by the time HIX takes place in November, Butler and his team will continue to monitor government recommendations, acknowledging that some attendees may be cautious. “It’s important that we create a muchneeded sense of togetherness whilst ensuring that visitors know they can experience space and solitude if they need it,” he continues, adding that HIX is working closely with its host venue to ensure a safe and comfortable environment for those coming through the doors.

Though the hospitality sector has done its best to maintain relationships through virtual alternatives, there’s no escaping the power of human interaction. Hybrid events may be bridging the gap for now, but there’s an overwhelming desire to get back to face-toface. After all, hospitality is about people.