PARIS—JO&JOE is a vibrant living space, a home that is open to the external world and designed to meet the expectations of millennials and all those who value sharing, spontaneity and experience. JO&JOE rounds out the Group’s economy-brand portfolio, providing amade-to-measure solution for the vast international community of millennial-minded trend-setters revolutionizing the market.
To cater to this new demand, JO&JOE aims to expand rapidly by opening 50 venues by 2020, with locations including Paris and Bordeaux (2018) as well as Warsaw, Budapest, Rio and São Paulo. JO&JOE venues will take root in bustling city-center locations that are close to public transport and less than 15 minutes awayfrom the major points of interest. The project is an example of “excubation” led by AccorHotels’ Marketing Innovation Lab, which identifies, tests and shares customer-centric and disruptive solutions that can generate additional revenue for the Group. The JO&JOE brand is the result of a co-construction process with future guests, external experts, students, the shadow executive committee and AccorHotelsteams, with the overarching aim of challenging conventions and imagining the future of hospitality, catering and social interaction.
JO&JOE is a living space, an unexpected and innovative Open House welcoming both Townsters (people living nearby) and Tripsters (people in town to explore).The concept is designed to promote inter-action and foster positive community living thanks to common areas that are open to both the external and internal worlds. An integral part of neighborhood life, JO&JOE always has something going on, be it a concert, a yoga class or a DIY workshop. The JO&JOE teamand the Townsters and Tripsters themselveshelp keep the venue active and buzzing, nota-blythankstothebrand’sgeosocialapplication, which helps bring people together.
Reflecting the Group’s overall strategy, JO&JOE’s catering is based on research andin-depth analysis into millennials’ aspirations.The result is an unconventional offering starting at €10 for a menu, with a focus on interaction, sharing, and simple, healthy flavors.
To understand the expectations of future guests, enhance the user experience (UX) and lay the foundations of the JO&JOE community,the Marketing Innovation Lab worked with teachers and students from the Webschool Factory, a Paris-based management school specializing in design, marketing, and digital technology. A unique and experiential community application was designed by a network of internal and external experts to help forge links between Townsters,Tripsters and the JO&JOE team. A veritable digital experience enhancer, it enables Townsters and Tripsters to connect, meet, initiate events,share tips,or arrange to get together for a meal or a walk. All these features are “social accelerators” that will become references in this area.
At JO&JOE, the only boundaries are those of the imagination.The brand wanted to break with the conventional vertical distribution of spaces and functions and instead takes a liberated, flexible and rebellious approach to meet the expectations of its guests. JO&JOE’s disruptive design was co-constructed with UK design company Penson, known for creating intelligent and aesthetic spaces for the world’s most visionary brands. Flagship designs include campuses for Google, YouTube, Jaguar Land Rover, Playstation, Jay Z’s ROCnation and interiors of the world’s 5th tallest building, Lotte World Tower.Having never worked on a hotel before, Penson delivered a decisively innovative and singular response that breaks away from industry norms. Beyond its design reality, JO&JOE is also a strong and distinctive brand identity fashioned by W, a territory designing agency. It doesn’t matter whether Jo is a girl and Joe is a guy—or the other way around. The name can be readany way because JO&JOE is an open house that blends genres.There is no right or wrong way to read the logo either: a dot as yellow as the sun –alive, radiant, variable shapes, multiple styles –the brand regeneratesand nourishes itself with local culture and vibes. The hearts of cities around the world –places made for moving, chilling and exploring –are ideal settings for JO&JOE to deploy its resolute character and offbeat atmosphere
