Pioneering lifestyle aparthotel brand, Locke, has announced the official launch of its first property in mainland Europe, Schwan Locke.
The opening marks an important step in the rapid expansion of brand, which has established itself as a leader in the hybrid hospitality movement.
Ideally situated just moments from the Theresienwiese, the site of Oktoberfest, Schwan Locke features 151 spacious, design-led studio apartments, as well as a complimentary co-working space, gym, coffee shop, retail space, leafy courtyard and craft cocktail bar.
Locke’s innovative home-meets-hotel concept aims to put the guest at the centre of the experience, creating spaces that are designed to be lived in in, not just slept in. This makes each location attractive to a wide range of travellers from the leisure and business markets – for both long-, mid- and short-term stays.
Each of Schwan Locke’s signature studio apartments offer more space than a typical hotel room – featuring fully equipped kitchens, living areas and dining space. Schwan Locke’s premium apartment, the Ludwig Suite, takes this concept a step further; with a six-person dining table and custom cocktail bar, plus an expansive terrace with views of over the city.
"Munich is steeped in a rich and diverse history, while also being home to a unique creative landscape. We wanted to celebrate this – paying homage to the city’s past, but working with disruptive, forward-thinking partners to bring our vision to life.” Eric Jafari, Chief Development Officer & Creative Director, Locke
Designed by interior architecture firm, Fettle, Schwan Locke's design is inspired by the Deutscher Werkbund, which established itself in Munich in the early 20th century. The Werkbund sought to redefine aesthetic standards by combining traditional crafts and industrial mass production techniques, in the belief that high-quality applied art could improve the nation’s quality of life.
The spaces at Schwan Locke pay homage to these principals rather than a pastiche of this iconic style; housing custom-made furniture as well as a sophisticated, mid-century-inspired colour palette.
All the upholstered furniture for Schwan Locke is bespoke and inspired by furniture from the early 20th century. A colourful yet relaxing palette features throughout the social spaces and apartments, including muted reds, greens, yellows and blues that echo the era of the early modernist movement, while maintaining a sense of fun.
"Schwan Locke marks the first of two Locke openings in Munich and it is a particularly exciting start for all of us," says Eric Jafari, Chief Development Officer & Creative Director, Locke. "Like other Locke locations in the UK & Ireland, we have gone to great lengths to create a space that is deeply rooted in the neighbourhood – where both locals and visitors can feel at home.
"Achieving this was a significant creative challenge, but also a unique opportunity. Munich is steeped in a rich and diverse history, while also being home to a unique creative landscape. We wanted to celebrate this – paying homage to the city’s past, but working with disruptive, forward-thinking partners to bring our vision to life.”