1. The democracy of sleep How to rest and sleep and eat and get energized together with IKEA.

2. What happens when you combine the warm and inviting IKEA vision ”To create a better everyday life for the many people” with the vision of an experienced hotel operator?

3. A great possibility. A great way to grow and share. A great opportunity to create something new. And a great challenge.

4. IKEA+THE HOTEL OPERATOR = a wonderful opportunity to democratize sleep

5. The mission for the hotel is to create an inviting place for people to sleep and rest, socialize and get energized in a friendly caring environment. In an environment where the simplicity of our offer feels great. A place where rational needs and emotional aspects are equally important.

6. How can we create this?

7. By creating something friendly, unexpected, cosy and tactile. By offering a place where a good nights sleep and a good meal is remembered with a warm smile. By applying IKEAs five dimensions of democratic design to the hotel.

8. FORM FUNCTION QUALITY SUSTAINABILITY & PRICE

9. FORM The hotel needs to connect to the simplicity and wow that Hubhult is created on. In the choice of architecture, solutions, functions and materials. In an environment that reflects the five dimensions of Democratic Design. This should be visible in the big idea and in all the details.

10. FUNCTION Visible, efficient and practical – but never just function – it must also embrace the four other principles. What functions do we need and which ones can we challenge!

11. QUALITY Quality when you check into a hotel is having a choice. Meeting friendly and helpful staff or using the do it yourself- solution. Good quality when it comes to sleep and food is feeling cared for. Quality is getting more value than you expected – in an untraditional way. Together we create a small slice of life at home-quality.

12. SUSTAINABILITY We all share this planet. The hotel is therefore built to fulfil the highest sustainability standard. All guests should feel that they have made a choice that is both good for them and for the environment. The hotel should contribute to a sustainable world – now and in the future.

13. PRICE The low price is the key. But we need to offer something valuable to make the low price meaningful. Let’s fill this low price with as much function and quality and form and sustainability as possible.

14. For whom are we building this hotel.

15. For everybody The hotel is for everybody who is looking for a friendly place where you can sleep, eat, socialize and leave with a good feeling. For the many who either are visiting Hubhult for business reasons or visiting the region and looking for a basic straight forward, non expensive yet cosy place to sleep.

16. For the clever. For our friends. For you!

17. It’s a great opportunity to create a really close relationship with all our many individual guests by offering the most fundamental things in a persons life – rest, food and a little love.

18. Requirements Welcome Lobby Flexible Room types Meet, Relax, Work, Gym Eat Fix (your basic needs) Parking (Family friendly)

19. Come/leave A welcoming lobby with check in and check out both manually and ”do it yourself” A good feeling both arriving and leaving

20. Flexible Rooms! All together 156 rooms (with the possibility to expand) Standard room 128 (double) Family 10 rooms + 8 Handicap Cabins 10 rooms

21. Meet! Meet relaxed after work hours in the public yet homie areas Hold a meeting in one of the meeting rooms Meet your colleagues in the social areas. Meet yourself in the quiet areas

22. Relax! Prepare a cup of tea together Watch a film together Play together Do nothing in a cosy armchair

23. Work! Work stations for ambitious guests Work all over the hotel thanks to Wi-Fi and other technical support Work out in the gym

24. Eat! Modern, great tasting food prepared with organic grown food products Deli idea – bring to your room Outdoor seating and eating Catering service – supplying Hubhult with food daytime/evenings

25. Fix! Iron your shirt Prepare your presentation Find your favourite ice cream place in Copenhagen Tips on how to get tickets to a concert, a soccer game or how to find the new exhibition everybody is talking about. (Both Wi-Fi and real staff let you in on their best ideas on what to do in the area)

26. This is a great possibility to learn and grow – together.

27. Pretty glorious!

28. Remember/list Twinkle in the eye Typically IKEA Creative ideas Keep the idea of campus Use IKEA icon products A valuable and meaningful low price

29. The why appendix ”…By always asking why we re doing this or that, we can find new paths. By refusing to accept a pattern simply because it is well established, we make progress. We dare to do things differently! Not just in in large matters, but in solving small everyday problems too…. …Our protest against convention is not protest for its own sake: it is a deliberate expression of our constant search for development and improvement.” Extract from The Testament of a Furniture Dealer – thesis no 6