The “Third Space” Opportunity
posted by Bob Puccini on hotelsmag.com
http://www.hotelsmag.com/blog/160000416/post/630050863.html?nid=3457&rid=14152487
I recently heard the term “third place” from a representative for Steelcase, an office furniture company looking to expand into new arenas.
What was interesting was the amount of research they were putting into a field in which they had limited experience. What fascinated me are some of the concepts they came up with that I think are real insightful. Although we are conscious of them, we don’t always design to them.
Insight number one is the concept of “the third place.” This “third place” is where:
“Work is occurring before and after meetings.
The Meeting dynamics are: informative, evaluative, generative business
Travelers are looking for small meeting spaces business
Travelers need greater technology integration.”
In my firm we refer to these as social spaces, but in truth they are more than that and anyone who has been to a conference knows that finding places for quick meetings, checking email or to offer quick demonstrations via Power Point or with documents sends you to lobbies, bars, restaurants or small board rooms.
Hotel design has not fully come to grips with these “third” spaces where people need to meet for short periods and conduct business. Marriott has the Great Room concept, but I am not sure they use it the way it perhaps was intended. Third places are more than just seats; they also should have the technology easily and readily available for use for today’s modern business traveler.
One group that has started to innovate in that direction is Hyatt with a couple of their Residence and Campus concepts – one is for older business and social meetings the other younger. Recently while I was in Bangkok I had a chance to visit them. Their sign says it all:
Their meeting spaces are truly innovative:
Third place design takes into account rooms, public spaces and collaborative spaces — all work spaces for business travelers trying to stay current, communicate and demonstrate. What Steelcase has learned is something that both the design industry and hotel operators perhaps have not fully grasped: room and public space design has flat lined with sameness of function. Oh yes, we can make it beautiful, but it took someone from outside the hotel design industry to really draw my attention to the depth of opportunity to which we are not responding.




