Major European hospitality players are changing models and rebranding. Like 21 Way of Living which has become 21 House of Stories.
A move to convey the project’s community spirit
Following in the footsteps of The Student Hotel, which recently changed its name to The Social Hub to better reflect its focus on the community concept, with the new name Alessandro and Mauro Benetton's brand hopes to more effectively convey the project's community spirit. Having started with a first property in Milan's Città Studi, 21 House of Stories is a place to stay, work, and socialize; a shared dimension with an open community of interconnected people who share authentic experiences and circulate ideas, energies, and stories.
High occupancy levels, concerts and events
The concept is currently doing extremely well. Since its reopening in March, the hotel has had an occupancy rate of more than 90%. This is in addition to significant participation in concerts and events, as well as consistent presences in coworking spaces and the bistro. The positive results of the Milanese property, as well as the planned launch of a new Milanese project on the Navigli, have materialised the need for a qualitative leap in terms of brand and storytelling. As a result, the project's new name and logo were created in collaboration with the FM Studio agency.
“We are evolving in a more lifestyle direction”
“The launch of the second property's marketing represents the ideal moment to update the brand in the light of what we learned in the first two years of activity,” explains Nicola Accurso, managing director of 21 House of Stories. “Our concept is evolving in a more lifestyle and disruptive direction, allowing guests to mix private and professional spheres in an extremely stimulating environment.”
