Marriott International and a subsidiary of the Swedish home furnishings giant Ikea announced yesterday that they're teaming up to launch a new budget hotel brand, called Moxy, with outposts across Europe. The plans, which have been in the works for at least a year, call for the first Moxy to open in Milan in 2014, with 150 to follow in the next decade.
Though the new hotels will surely channel Ikea's cheap and chic contemporary design sensibility and Marriott's legendary hotel management savvy, details about the brand are scarce. (We are somewhat disappointed to learn that they will not be kitted out in Ikea furniture, though happy to hear that free in-room wifi and floor-to-ceiling wall art are on the menu.) The announcement got us thinking, though, about our vision for the ultimate Ikea-style hotel:
° In-room dining menu features meatballs for breakfast, lunch, and dinner. Your mid-afternoon snack: Swedish fish.
° Guests who assemble their own Birkeland nightstands upon arrival receive a 15 percent discount on their room.
° Taking the pillow menu to new heights, Moxy allows guests to select their own bedding from a vast basement warehouse.
° No need to surreptitiously smuggle bathrobes, slippers, and bathroom amenities away in your suitcases. For your convenience, the hotel provides guests with a bright blue plastic bag.
° Finding your room involves wending your way through vast, crazy-making hallways until finally, with great relief, you arrive at your door.
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