That’s what nhow is doing. A brand owned by NH Hotel Group, nhowis said to cater to customers that are described as being both cosmopolitan and “curious explorers.”
“[They are] creative minds who are looking for disruption and new emotions to set off and stimulate their imaginations,” said Isidoro Martínez de la Escalera, NH Hotel Group’s chief marketing officer.
nhow launched in 2006, with the opening of nhow Milano. The brand’s properties are located in up-and-coming areas of the cities they’re based in. “Each hotel is designed to surprise,” explained de la Escalera. “Each space is conceived to play with the limits of imagination.”