Helping to revolutionise the youth hostel experience, digital content provider, Kaleidovision, has joined forces with the Generator brand to rev up the guest experience for the growing band of European travellers using their stylish facilities.
There are Generator properties in Barcelona, Berlin, Copenhagen, Dublin, Hamburg, London and Venice. Designer Anwar Mekhayech from DesignAgency infuses the interiors with local elements while maintaining a very Generator look: urban, chic and encouraging social interaction. It was vital that both the music and multi-channel video content were aligned with the design and the brand values.
“When we came onboard we quickly identified that the music in these hostels was not being properly curated,” explained Kaleidovision Head of Music, Aisha Nanor. “It was random and had no brand DNA. The client wanted to do something that reflected the local culture and remain very hip, enabling the guests to experience the city by having the hostels serve as a music guide. In that sense it was important that we provided local autonomy as well as crafting a brand music identity that resonated with youth culture.”
Kaleidovision had been introduced to the project by Generator Head of Events, Rachel Crawford, who had arrived following the openings in Dublin and Copenhagen. Tasked by founder Josh Wyatt with creating a USP, and sensing the limitations with their existing music service, she started talking to other providers.
Kaleidovision MD Andy Pitman remembers: “They wanted more than just a background music service – linking with internet radio on the one hand, synchronised with added screen and social media content. I think they liked our urban street approach and our ability to provide advanced video channel design.
“We asked how we could become more relevant and concluded that it was styles of music rather than specific artists which affected our customers the most. We wanted to strike that balance between being approachable as well as interesting and sharing something new with our guests; so the programme contains remixes, new artists in established genres, unknowns and classics – basically, good music with local touches to keep it interesting,” said Crawford.
Confident that Kaleidovision would provide the digital oxygen via intuitive media player/CMS software, and that this would become a key differentiator, she set about briefing event coordinators in each Generator property across Europe, tasking them with bringing in local talent and culture to keep the spaces and content interesting.
“The thesis of our culture and events programme is to create a platform in house and online to speak to and inspire young people through the cities we are in,” Crawford continued. “Generator’s music and video content is vital to this and Kaleidovision has developed a schematic for each unit – outlining different energy levels, local sounds and times of day, rotating genres and playlists on a weekly basis while at the same time curating lifestyle video content. This has allowed us to come up with a blueprint for each space.”
The programme also includes the Generator Live online streaming platform for DJ interviews, live residencies at Generator properties for emerging artists and external partnerships with other venues and large events.
The moving canvas also had to draw its influence from the natural wood and brick surroundings, enriched with local artefacts created by Design Agency – all set within architecturally significant buildings. These social spaces not only feature local label nights but in London, for instance, a newly refurbished cinema alongside the café and bar area.
“We drew a lot of influence from the interior design,” admits Nanor. “It gave us creative inspiration which will in turn help Generator to increase dwell time.”
In terms of the hardware, each unit has one of Kaleidovision’s flagship KL4 HDMI media players – which is networked and monitor controlled. Dedicated content is supplied on individual screen channels – playing out on the LCD displays in designated zones such as bar, reception, chill out room and café – all under local touch screen control.
Aside from platform integration, this tailored solution has the capability for overlay feeds (both live, imaging and text) to help generate the social media.
The content also includes a training video dedicated to Atmosphere Management that shows the best way to utilise lighting and sound. In addition, constant system health checks are maintained via a traffic lighting system to ensure that there is never downtime.
According to Andy Pitman, the aim has been to curate a Generator video channel that is an eclectic mix of interesting content and supports the Generator brand objectives. There is a mix of marketing, branded content and social media, interspersed with inspirational video content sourced from compatible partnerships in the worlds of music, fashion and art. “There is nothing corporate or commercial,” he promises. “Screens will successfully advertise their own promotions alongside the best local events such as Battle of the Bands in Dublin via the local portal.”
The Kaleidovision screen content is thus an integral part of a carefully managed atmosphere. “Just as people will leave if the lighting is too high or the room is too cold, so they will if they are not engaged with the music, video and social channels. Everything needs to be in sync,” believes Rachel Crawford.
Carefully branded video content is distributed to the growing portfolio of chic hostels in some of Europe’s coolest, most cultured cities. Working within the company’s corporate template, the Kaleidovision solution also allows local managers to seamlessly layer in regional information and add a local spin to the centrally curated video channel using the Kaleidovision CMS system.
Aside from Kaleidovision’s skill in playlist scheduling, Rachel Crawford was also impressed by their motion graphics design expertise. “We are one of the first operations to have produced video rather than static templates. We are now starting to realise the potential; this is exactly the same revolution that private Boutique hotels went through in the late 1990s.”
Summed up Andy Pitman, “As an agency that understands brand, venue space, creative video channel design and the technology to deliver it we offer a fairly unique end-to-end approach. Having successfully benchmarked the concept, and gathered positive feedback from both guests and staff, we are delighted to have provided a template that can be rolled out further in the future.”
