Interview: Rob Wagemans, Concrete
Amsterdam-based Architects Concrete have received plenty of recognition over the past twelve months, following the launch of the first citizenM in Schipol Airport last year. The concept came at a time when travellers are preoccupied with saving money, but more discerning than ever. Now the Amsterdam based practice is working on projects for w Hotels globally, and has recently finished a new Minibar in Amsterdam. HI Spoke to Rob Wagemans, head designer of Concrete to find out more.
HI: citizenM - How long was the concept ‘in the making’ and how did you develop the idea from its inception, and did you expect it to be so widely acclaimed?
RW: “The client approached us and together we created the concept and the details. It started with a business plan from the client to create an innovative hotel concept. We started working with the first ideas at the end of 2003. We started with a conceptual map, planning out every element of the concept and identity. The second step was to translate the concept into design plans for the hotel room, subsequently the ground floor, the public spaces, the architecture, façade, and so on. You can never expect such success though. We wanted to change the hotel industry in the same way that easyjet changed the flight industry. We took out big chunks of ‘expensiveness’, looking at competitors such as Hilton and Sheraton.
We’re very happy with it and how it’s functioning, and will soon be taking the concept to London, Glasgow and Berlin, with two London sites already confirmed.”
HI: How do you see the future of hotel design? What can we expect to see more of in the next 10-20 years?
RW: “Luxury will be redefined. Dubai luxury is over. Before the economy crashed, everyone thought they could afford everything.The only real reason to be in Dubai was if you were in the construction industry.
During a recession, luxury is not in your wallet. citizenM is a good example of breaking with these traditions.The reasons behind design have become more personal. It’s all about adopting new values, and not all hotel groups understand this straight away, which makes it quite difficult to explain to them.”
HI: How has your design outlook and style evolved since you began?
RW: “Our way of thinking has not changed, we are young at heart. But the outcome of a project always depends on the client’s guts.”
HI: In your opinion, what have designers been doing wrong in the past in terms of hotel / restaurant / bar design?
RW: “I prefer to not look at competitors. Think for yourself and be critical against old rules.”
HI: Can you tell us a bit about the new ‘Minibar’ project you’ve recently launched, and have you got any more planned?
RW: “The client came up with the idea - a bar concept where the customer is free to choose their drink, drink as much as they like, pay and then leave. It’s quite a difficult idea, especially if you are drinking beer, as the minibar gets empty very quickly, but at the same time it’s very good for turnover. It’s a new way for bars to operate, and I can see it becoming popular in hotels in the future.”
HI: So what next for Concrete? What are you currently working on?
RW: “Three W hotels which will redefine luxury. We are also taking citizenM to the UK and USA, and have other hotel projects in the pipeline.”
HI: Did you go to Milan this year? And how do you think the furniture industry will come out of the recession?
RW: “I didn’t go to Milan this year. I actually prefer to go every two years so you get a more refreshed perspective. I think all brands are afraid at the moment, regardless of what industry they’re in, but the furniture industry will no doubt pick up with the crazy guy who designs a sofa which gets bought by a big manufacturer. Revolutions begin with an individual.”
HI Quick questions:
HI: Choose a genius from the past 100 years.
RW: “Albert Einstein.”
HI: What’s on your iPod?
RW: “Adani & Wolf.”
HI: Your favourite car design of all time?
RW: “My bike.”
HI: I’m going to give you a building. Choose your location and what you’d do with it.
RW: “A satellite office and living space located in New York Lower East side.The entire office would be white.”
