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
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
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