I’ve worked for a number of hotels over the years, including an interesting spell doing lots of behind-the-scenes writing for the Sheraton group. So it was nice to get called by the former Royal Crown Hotel in Brussels for the development of Hotel Bloom! The hotel has been totally revamped top to bottom, with the owners creating a very specific tone. We worked on a whole range of communications for them, right down to the flavour text on the toiletries (never been asked for that before). One of the funkier ideas they had was to let a number of artists create frescoes in the rooms with the theme of “blooming”. The baseline of the hotel sums up the experience pretty well: “Stay away from the ordinary”. Check the Hotel Bloom! website.