Interview: Morgans Hotels Tries to Get Its Groove Back With Mondrian London
Photo Credit: A screen capture from the new promo video for Mondrian London at Sea Containers. Morgans Hotels
Skift Take
Morgans is retooling its brand for the Creative Class living in a post-recession world, orchestrated by a new crew of creative minds rallying around the reworked "Mondrian is a hotel for creators" message.
Morgans Hotels posted an energetic new video this morning to promote the 359-room Mondrian London at Sea Containers hotel opening September 30.
Located on the shores of the Thames inside a retro 1970s ex-office complex in London’s South Bank, the Sea Containers could potentially help the Morgans Hotels umbrella brand to reclaim some of its mojo on the international hotel scene, following years of stiff growing competition in the design hotel space.
If you're a hotel person you're pulling for Mondrian to reinvigorate the Morgans flag, because you remember when the original Morgans Hotel in Manhattan and sister Delano in Miami changed the world of hospitality forever.
But the rest of the world swooped in and copied the Morgans model. The Standard and SLS Hotels assumed the mantel of the next big thing, and then the Millennials frowned upon the very excesses that made Morgans, Morgans.
With Mondrian London, there's a spark of the old swagger back as seen in the new vid
