IIDA Perspective - Fall/Winter 2014 - 13
PinkCloud, a design collective founded 3 years ago in
Copenhagen, initially looked to pop-ups as a creative
solution to help them compete in a sluggish marketplace.
In 2011, with the economy still in recovery mode, the firm
recognized that while cities like New York had a surplus
of vacant Class B and C office space, tenant demand for
retrofitting and new occupancy was low. PinkCloud saw an
opportunity to simultaneously expand their nascent design
portfolio and grow their business model: they proposed
to building owners that they convert their underutilized
vacant assets into temporary hotel spaces.
The pop-up hotel market has grown sharply over the last
few years. DesignHotels, a company focused exclusively
on the pop-up market, has constructed properties in Tulum
and Mykonos, and is eyeing a development in Rio de Janiero
for the 2016 summer Olympics. The firm Snoozebox creates
temporary hotel rooms out of mobile shipping containers,
and "glamping" ("glam camping") facilities are increasing
in popularity.
Tan says the firm's unconventional approach to seeking
new projects and clients is part of what he calls a "DIY trend"
within the profession.
"We're part of this wave of designers
also acting as entrepreneurs," Tan
says. "I think it's something that the
industry will start to see a lot more
of in the next few years."
Eric Tan, a Principal with PinkCloud based in New York,
says the temporary nature of the pop-up is perfectly suited
to the hotel market, which sees fluctuations based on time
of year and the prevalence of tourist attractions. In addition,
Tan adds that planning around an occasion or spectacle
further enhances a property's allure, and can help
maximize attendance over a short period of time.
"Pop-ups can easily be designed around timely themes like
the holidays, or rotating events like museum exhibitions,
concerts and fashion shows," he says.
Picture this: a hotel celebrating pop-culture that's only
open during ComicCon. It's hard to imagine it wouldn't be
flooded with comic enthusiasts, eager to extend their show
experience beyond the floor of the convention center.
"We see these hotels as social centers," says Tan. "We want
to popularize the idea of an 'urban resort' where you can
stay at the hotel and meet like-minded people."
PinkCloud's long term goal is to expand their business
model, leveraging the office-turned-hotel concept to
establish contracts with major hotel operators. They're also
quick to point out to building owners that the pop-up hotel
makes good fiscal sense, offering a low-risk opportunity
for short-term revenue generation. Instead of losing money
while waiting for the market to recover, building owners
can take advantage of the value of their existing space.
PERSPECTIVE
13
Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2014
Contents
Contributors
From IIDA
Behind the Issue
Viewpoints
Pop Goes the Marketplace
Beyond Programming
Startup Design
RFP: Decoded
The Power of Narrative
Inspiration
Colophon
Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover1
IIDA Perspective - Fall/Winter 2014 - Cover2
IIDA Perspective - Fall/Winter 2014 - 1
IIDA Perspective - Fall/Winter 2014 - 2
IIDA Perspective - Fall/Winter 2014 - Contents
IIDA Perspective - Fall/Winter 2014 - 4
IIDA Perspective - Fall/Winter 2014 - Contributors
IIDA Perspective - Fall/Winter 2014 - From IIDA
IIDA Perspective - Fall/Winter 2014 - 7
IIDA Perspective - Fall/Winter 2014 - Behind the Issue
IIDA Perspective - Fall/Winter 2014 - Viewpoints
IIDA Perspective - Fall/Winter 2014 - Pop Goes the Marketplace
IIDA Perspective - Fall/Winter 2014 - 11
IIDA Perspective - Fall/Winter 2014 - 12
IIDA Perspective - Fall/Winter 2014 - 13
IIDA Perspective - Fall/Winter 2014 - 14
IIDA Perspective - Fall/Winter 2014 - 15
IIDA Perspective - Fall/Winter 2014 - 16
IIDA Perspective - Fall/Winter 2014 - 17
IIDA Perspective - Fall/Winter 2014 - Beyond Programming
IIDA Perspective - Fall/Winter 2014 - 19
IIDA Perspective - Fall/Winter 2014 - 20
IIDA Perspective - Fall/Winter 2014 - 21
IIDA Perspective - Fall/Winter 2014 - 22
IIDA Perspective - Fall/Winter 2014 - 23
IIDA Perspective - Fall/Winter 2014 - 24
IIDA Perspective - Fall/Winter 2014 - 25
IIDA Perspective - Fall/Winter 2014 - 26
IIDA Perspective - Fall/Winter 2014 - 27
IIDA Perspective - Fall/Winter 2014 - Startup Design
IIDA Perspective - Fall/Winter 2014 - 29
IIDA Perspective - Fall/Winter 2014 - 30
IIDA Perspective - Fall/Winter 2014 - 31
IIDA Perspective - Fall/Winter 2014 - 32
IIDA Perspective - Fall/Winter 2014 - 33
IIDA Perspective - Fall/Winter 2014 - 34
IIDA Perspective - Fall/Winter 2014 - 35
IIDA Perspective - Fall/Winter 2014 - 36
IIDA Perspective - Fall/Winter 2014 - 37
IIDA Perspective - Fall/Winter 2014 - RFP: Decoded
IIDA Perspective - Fall/Winter 2014 - 39
IIDA Perspective - Fall/Winter 2014 - 40
IIDA Perspective - Fall/Winter 2014 - 41
IIDA Perspective - Fall/Winter 2014 - 42
IIDA Perspective - Fall/Winter 2014 - 43
IIDA Perspective - Fall/Winter 2014 - The Power of Narrative
IIDA Perspective - Fall/Winter 2014 - 45
IIDA Perspective - Fall/Winter 2014 - 46
IIDA Perspective - Fall/Winter 2014 - 47
IIDA Perspective - Fall/Winter 2014 - 48
IIDA Perspective - Fall/Winter 2014 - 49
IIDA Perspective - Fall/Winter 2014 - 50
IIDA Perspective - Fall/Winter 2014 - 51
IIDA Perspective - Fall/Winter 2014 - Inspiration
IIDA Perspective - Fall/Winter 2014 - Colophon
IIDA Perspective - Fall/Winter 2014 - 54
IIDA Perspective - Fall/Winter 2014 - 55
IIDA Perspective - Fall/Winter 2014 - Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover3
IIDA Perspective - Fall/Winter 2014 - Cover4
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