Morgans Hotel Group
MINIBAR FOR THE MIND
A bespoke product to create more fulfilling travel experiences.
Why we got together
We're inundated with advice on where to travel, but we don't learn how we can be more fulfilled in doing so. Hotels do an excellent job of catering for the needs of the body, but what about the needs of the mind? In 2011, we worked with Morgans Hotel Group to make travel more meaningful (and more enjoyable) by creating bespoke amenities and events for launch across their hotels in London, New York, Miami, Boston, Los Angeles and San Francisco.
What we created
An overpriced packet of peanuts, a 50ml bottle of Smirnoff and a titchy can of Sprite? Not in our hotel minibar. Our Minibar for the Mind was a midnight feast for the intellect designed to unleash your creative spirit. It included a box set of 250 Conversation Starters, a volume of Collected Thoughts written by our faculty and friends, Seduce and Relax reading prescriptions concocted by our Bibliotherapists, a Dreams & Fears notebook and Writer’s Block pencil set for pouring out your deepest and darkest thoughts. Hotel guests also received A Daily Aphorism postcard with their turn down service, and Conversation Menus were served up alongside food and drink in hotel restaurants.
HOW IT SUCCEEDED
Our Minibar For The Mind generated international press coverage including features in The Times, The New York Times, The Independent, The Daily Telegraph, Wall Street Journal, The Economist’s Intelligent Life, Wired UK, Dezeen, Elle Decoration, LS:N Global, Global Innovation Report, Rob Report, PSFK, D&AD and more.
In 2013 it featured in Vancouver Art Gallery’s Grand Hotel: Redesigning Modern Life exhibition.