In order to challenge the corporate conventions, we needed to challenge the brief. Crowne Plaza need to speak to the new generation of business traveller, therefore we opted for an experimental research brand—rather than a rebrand.
Introducing Net—the experimental off-shoot of Crowne Plaza, moving with the face of business. Pop-up hotels, workspaces and events create a flexible platform for collaborative business whilst challenging the corporate conventions of hotels. Net is research through branding. Its purpose is to create a platform to connect with the new generation and inform the future of business travel for Crowne Plaza.