The NOVUM Hotel Group continues to expand in Europe step by step with its Millennial-focused hotel concept niu. In the town of Haarlem, close to both Amsterdam and the beach, HBB Groep is developing and realising a niu hotel for the NOVUM Hotel Group. According to current plans, the Haarlem niu – with a surface area of 3,000 m2 and 84 rooms – will open its doors to the urban target group in the second quarter of 2018.
Thanks to its mediaeval architecture, Haarlem is one of Holland’s most beautiful towns and, being only 20 minutes away from the Amsterdam airport, it is perfect for a weekend trip. “As a progressive location, the Netherlands are ideal for the international expansion of niu. The market is very open towards innovative concepts and, owing to its popularity, we see great potential for our target group Generation Y and Z – together with their parents,” explains David Etmenan, Chief Executive Officer and owner of the NOVUM Group.
Milk & Music – Neighbourhood concept offers a unique hotel experience
Every niu hotel has its own character and a design concept that is coordinated with the location, and Haarlem is no exception. A dairy used to stand on this exact location. Inspired by this history of agricultural production, Mulderblauw Architects reflected it in the interior features in the form of cowskin chairs, milk-bottle lamps, etc. Apart from this historical input, the design has also been shaped by present-day life in the urban district Zijlsingel. With its Patronaat concert hall, Zijlsingel is regarded as the Haarlem hotspot for alternative pop music. Accordingly, objects like record covers and pictures of local musicians are found in the Living Lobby.
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