Media Informationr

Dairy @ Haarlem

1. The niu brand

2. Viva con Agua - Art collaboration

3. niu Dairy

• Figures, data & facts

• Opening

• Address

• Location

• Interior design

• Number of rooms

• Seating on ground floor

• Parking spaces

• Storytelling

• Living Lobby

• Visualisations

• Prices

• F&B concept

• Events

• Locals

4. niu

• Shop

• Press area

• PR & social media

• Social media B2C / B2B channels

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Deriving from the English word “new” and

in the style of the umbrella brand NOVUM

(No·vum, noun [n], something new, some­

thing unprecedented), this stringent, har­

monious brand image has come into being.

Or to put it another way, niu underpins

the concept in a playful way.

niu is a unique phenomenon in the midscale

segment (3 stars). Niu fulfils both typi­

cal and individual standards of comfort

and travel aims at fair prices. The brand

encompasses a novel hotel concept for the

young and young at heart and ties in with

the lifestyle of today’s society.

niu wins the hearts of its guests with in­

novative neighbourhood storytelling in an

informal living­room atmosphere: from the

basic design and texture of the buildings

to their names, all niu hotels tell sto­

ries – stories based on motifs that exist

only at that particular location. Inspired

by the location and shaped by art, the

spirit of the age and history, these sto­

ries constitute the conceptual foundation

of niu, making every stay a unique experi­

ence.

Here, community­oriented public ho­

tel areas and open spaces are shared by

guests and neighbours alike – everything

is vibrant ly alive. An open Living Lob­

by which, as the vivacious heart of the

hotel, invites you to relax or to attend

events. The place where the guest stays or

works is no longer only their room: it’s

the leather sofa in the Lobby or a func­

tional desk in the co­working area.

Every niu is a sustainable, inspiring,

urban meeting place for leisure and busi­

ness guests, as well as the whole neigh­

bourhood. Guests can choose from a selec­

tion of delicious foods and home­made

drinks. The culinary range is complemented

by sophisticated products from the niu

shop.

Smart, conveniently designed rooms and a

remarkable bathroom make for an innovative

retreat, offering what is – for the mid­

scale segment – an unusually high standard

of comfort at every niu.

Currently, more than 50 niu hotel projects

have already been secured in Germany and

abroad, and further projects are planned

throughout Europe.

The niu brand

David Etmenan, the Chief Executive Officer

& owner of NOVUM Hospitality, is a huge

fan of the socially committed Millerntor

Gallery, and it was thus no coincidence

that he decided to focus on contemporary

art for urban niu hotels. In the course of

an exhibition, David Etmenan arranged to

meet with Benjamin Adrion, the initiator

of the aid project Viva con Agua de Sankt

Pauli. It only took a brief conversation

for the two to agree that Samira Said,

NOVUM Hospitality’s Chief Project Officer

and Michael Fritz, the Foundation Chair­

man of Viva con Agua, absolutely had to

get to know one another, as niu and the

charitable water initiative fit together

perfectly: and not just for the purpose of

selling water and merchandising for a good

cause, but to set up a holistic socio­cul­

tural collaborative project. The values

and vision of the brand tally perfectly

with those of Viva con Agua. Within the

framework of the collaborative project,

selected artists who are actively involved

in the work of Viva con Agua Arts and the

Millerntor Gallery design the hotel walls

at niu hotels in an urban style for a good

cause, while at the same time enabling art

to be sustainably experienced in an au­

thentic way, in accordance with the brand

identity. The proceeds raised by Viva con

Agua Arts GmbH, the Millerntor Gallery,

and thus by the joint collaboration, go

to the water and sanitary projects of the

water initiative. Here, the initial focus

is on the current Viva con Agua project

in Uganda. Over the next few years, NOVUM

Hospitality’s involvement in this art­

collaboration will amount to over 2 mil­

lion euros.

Art collaboration

Viva con Agua

Opening 1. May 2018

Address Zijlsingel, 2013 DN Haarlem, the Netherlands

Location Extremely central location near to city centre, train

station, coast and Amsterdam

Interior design Mulderblauw Architects

Number of rooms 84

Seating on ground floor 52

Figures, data & facts

niu Dairy

The niu Dairy is located in Zijlsingel, in

the heart of Haarlem, less than 20 minutes

from Amsterdam and only a few kilometres

from the coast. Yet the niu Dairy is not

only a perfect starting point for trips:

the little town itself has a mediaeval

character, with canals, cobbled streets

and gabled houses, inviting you to stroll

and linger. With its hip art and music

scene, the town is especially popular with

the young urban target group. Already on

arrival, the guest encounters the city of

Haarlem. The hotel reflects the unique

features and the atmosphere of the city,

and also makes its own contribution towards

local culture and history. This experience

is unique and fascinating for guests and

gives the niu Dairy an edge over the com­

petition. The city’s visual attributes and

historical features are incorporated in

the name chosen for the hotel. The name of

each niu never comes about by chance, but

always expresses the soul of the town. The

name “Dairy” was inspired by the agricul­

tural production which once took place on

this piece of land. Mulderblauw Architects

took this as a source of inspiration, so

that now charming anecdotes can be found

throughout the hotel. Milk bottles, bright

blue cowhides, ice­cream cones – no mat­

ter where you look, the interior is more

than out­of­the­box. As is, too, the art

collaboration with Viva con Agua – as at

every niu hotel, street artists who belong

to the Millerntor Gallery initiated by

the water charity design the hallways in

an urban look for the good cause. At the

niu Dairy the internationally­known art­

ist Bobbie Serrano let fly his brush, so

that joyful birds now adorn the walls. His

abstract “Birds” are intended to connect

the hallways, guests and the whole area

together.

In addition to the dairy story and the

sustainable art, musical motifs such as

record sleeves are also found here once

more. A link to today’s Haarlem, as the

Patronaat concert hall, a hotspot for al­

ternative pop music, is right next­door.

Storytel l ing

The atmosphere at every niu is always

relaxed and interactive, to ensure the

perfect at­home feeling. And it’s no dif­

ferent at the niu Dairy in Haarlem: from

the Reception to the Living Lobby and

Bar – everything is seamlessly connected,

vibrantly alive and shared. Modernly dis­

played elements from the dairy and music

worlds create a theme that runs throughout

the hotel. At the same time, modern urban

eye­catchers and extraordinary wall de­

signs dominate the space time and again,

making your stay an unforgettable experi­

ence. In addition, the latest technology

is available right from the word go at the

niu Dairy: plenty of power sockets, smart

flat screens, USB ports, ultrafast WiFi

and an Instagram wall leave nothing to be

desired. The staff truly live the spirit,

and are as individual as niu itself,

while remaining true professionals. “For

us, creating a vibrant, lively lobby is

not just an empty phrase, but an expres­

sion of having understood our guests’

needs. We satisfy our guest’s standards,

especially those of the Y and Z gener­

ations. We bring different generations

together in our Living Lobby and pamper

them with our sophisticated, contemporary

F&B concept and cutting­edge technology,

creating a vibrant space where our hotel

guests and local visitors are equally wel­

come,” explains Chief Executive Officer &

Owner David Etmenan.

L iving Lobby

L iving Lobby

Bar & Bistro

The hotel rooms are specially tailored

in anticipation of the guest of today,

tomorrow and the day after, with modern

materials, and intelligent, space­saving

furniture. niu is designed in a manner

that’s both bright and varied, as well

as being comfortable and up­to­date. The

niu Dairy is captivates the imagination

with its focus on Haarlem’s history in a

modern milk bar style, inviting you to

explore many eye­catching features.

Rooms

Rooms

Wallpaper “Haarlem“

Art collaboration "Birds“

niu is committed to providing value for

money for both the guest and the operator.

Thus, the aim is a rate that’s in line

with the market and reflects the inner­

city location and the amenities, i.e. that

justifies the “value” of an overnight stay

at the niu. At the same time, the room

rates are intended to be representative

of the competition in the 3­star segment.

Special rates for special room contingents

are handled by the sales team.

Prices

The food and beverage range encompasses

both convenience products and the trend

towards select, small labels on the

other. Small culinary delicacies – many

of them hot, others cool and refreshing –

are created in the preparation or warming

kitchen. The portfolio is rounded off with

a selection of soft drinks, craft beers

and modern wines.

Thus, soups, salads, regionally inspired

tapas and finger foods, sandwiches and

fresh fruit ­ all day or to go – rank

right at the top of the niu menu. This

means that niu guests can expect to find

a depth and breadth of culinary range that

corresponds to existing gastronomic models

in the hotel industry.

F&B concept

We organise unusual, entertaining events

for our hotel guests. The event concept

has been designed with the following

groups in mind: Meet & Greet of the Young

Professionals as well as corporate and

entrepreneurial regulars’ tables. Creative

presentations with get­togethers, tasting

sessions, vernissages, poetry slams and

similar events ensure a varied programme

that primarily pays tribute to the niu

bistro concept.

Events

Events

The niu team are always ready for guests.

The team keep in personal touch with you

politely, warmly and affectionately. Lived

hospitality starts at niu, with friend­

liness on an equal footing and with the

heart and soul. Besides the niu team, the

inviting atmosphere and exciting events

also ensure that, at the niu, every guest

feels at home. Locals and their families

and friends like to meet spontaneously

at the niu to have a snack or a drink, to

do a bit of work or to surf faster while

sitting more comfortably than at home.

Whether in company, for co­working or for

a first date, niu is delighted to welcome

all its local heroes.

Locals

Local s

The niu shop not only offers desirable

accessories that are also found in­house

(amenities, pillows, Bluetooth speakers,

etc.) but also practical travel items

(T­shirts, caps, water­bottles, etc.).

The concept is rounded off with merchan­

dising articles from “Viva con Agua”,

which uses its products and its vision

to generate donations for the supply of

drinking water in Africa. The physical

shop is located in an open area next to

the Reception and is thus firmly inte­

grated into the open Living Lobby concept.

This awakens guests’ curiosity, offering

room for discovery and experimentation.

In addition, guests can buy the shop ar­

ticles directly from our online shop using

all commonly used payment methods and pick

them up directly at the hotel. Alterna­

tively, cash purchase is also available

at the Reception. Hotelshop.one supports

niu as a partner in merchandise management

and logistics – both at the hotel and in

guests’ own homes. Thanks to this pro­

fessional support, the niu team are able

to concentrate on the individual care of

guests at the hotel.

Shop

Channels

Important information on new openings, storytelling and staff

can be found in the press section at www.niu.de/press. All press

releases are sorted in chronological order.

Press

Social Media – B2C-Channels

Public Relations

INSTAGRAM FACEBOOK

The media presences invite guests to

interact and network on social networks.

No matter whether a Facebook check­in or

a selfie on the niu Instagram wall – all

niu channels are equally available to

guests and the niu hotel team. The social

walls in the Living Lobby convey the niu

story in a stimulating and playful way in

real time, whereas on YouTube the stories

of the individual niu hotels are present­

ed. And niu is not only active and pres­

ent for consumers at all times: content

is also produced for the B2B platforms.

In synch with the press releases, facts,

important information and collaborative

projects are published on Twitter and

LinkedIn.

PR & Socia l Media

YOUTUBE

PR & Socia l Media

TWITTER LINKEDIN

Social Media – B2B-Channels

Socia l Media

Media Contactpresse@novum­hospitality.com+49 (0)40 60 08 08 ­ 336

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