Friday, April 20, 2007

Lost in Second Life

Every day, nowadays, there is news of someone reaching the shores of Second Life: companies, politicians, entertainment celebrities, famous brands. So, as it seems that Second Life is the marketing and Web 2.0 event of the day, I decided that I would set out to explore it before it went out of fashion.

After a few clicks, there I was, transformed into Trax Chandrayaan, my avatar. During the first log-in to Second Life, there was help on all sides to prevent me from getting lost. There were various notices that explained how to interact with other avatars, how to change the way I was dressed, and how to use Linden Dollars. Everything was well organized, it was relatively obvious how to proceed, but there were very few travellers with whom to chat. Perhaps I was in a peripheral section, I thought.

I remembered that I once had read about a travel agency for virtual worlds, Synthravels. I decided to contact them, and I chose a number of guides, in different languages, on different days: I would liked to have had at least a small chance of being called back. I waited. I waited a bit longer. I waited a couple of weeks. No answer: perhaps they have so much work that they cannot get round to dealing with all the requests?

So I tried logging on again, without a guide. But this time, access was more traumatic: I found myself in the last place I was in during the previous visit. No avatar, no notices, no points of reference. So I thought that it was about time to start using the many navigation systems in the system, such as the “Map”. I decided to try shopping. I reached the Adidas store: large, bright, very cool, and... empty. There was no-one to talk to. The system is fascinating: you can buy products using Linden Dollars, or you can let yourself be transferred to the official Adidas shop, where you can buy the products displayed in the virtual shop. I didn’t buy anything, but I decided that it was about time I met someone!

Where could I go? A large city, perhaps. I tried Venice… on the map there is the indication “Venetia”. I was beamed across, and immediately I had to come to terms with harsh reality: one Maia Gasparini had purchased the name and the land, and she was chasing me off her property: I had ten seconds to leave of my own accord, otherwise the system would automatically send me back to where I had come from.

My other attempts to meet someone were all rather similar. The Reebok store resembled Adidas, in that it was empty. The Nike shop (if it was really the official one) looked more like a funfair (empty) than a Nike store. New York featured palm groves and deserted streets that had little in common with the original city, and Amsterdam had just a series of robotic beggars asking for donations.

Even the location of the first hotel chain that has decided to invest in Second Life, Starwood Hotel, turned out to be a disappointment: Virtual Aloft is under construction, and access was forbidden there as well. Oh, and I forgot to say, of course the entire area was empty.

By now in rather a melancholic frame of mind, I decided to use the internal search engine to find the most popular and frequently-visited places, because at least there I would be able to find someone. Porn clubs, sex shops, rather ambiguous discotheques, hot venues, XXX, casinos and so forth: these locations were all full to bursting. So full that the server jammed and my avatar was frozen, in the hope of a more auspicious occasion in the future.

This, midway between straight description and satire, is the journal of about an hour’s travel. Empty shops, inaccessible streets, art cities on sale and purchased by unknown private individuals, virtual beggars, hotels closed: if it were a real world, it would be on the point of bankruptcy from a financial point of view. Sex, gambling and all related areas are of course on the crest of the wave, but what about the rest?

There is very little of what one reads about all the time on blogs and forums: at this point, I wonder whether it is the internal search engine that is faulty, because otherwise it would be impossible not to find a trace of all the events that are so much in the news outside Second Life! And so, I turn the question over to you, our readers: what were your first impressions of SL?

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Monday, April 02, 2007

A new star in hospitality? Exclusive interview with CitizenM's CEO Michael Levie.


Today we are interviewing Michael Levie about his new start up chain
CitizenM (please note that this name was disclosed on September 3rd 2007; the brand was previoulsly referred as Onestarisborn, as you will read throughout this interview which took place before the brand launch): a new business hotel concept that is promising to take hotellerie by storm by introducing a luxury contemporary hotel for the cost conscious traveler.


They say that successful businesses have clear, simple and strong taglines. What's yours?

Our tag line is “Affordable Luxury for the People”


There is a very high degree of innovation throughout the whole Onestarisborn concept, from the building process to the product proposition. Can you tell us a bit about that?

Onestarisborn is a modern kind of hotel. It features new technology. It’s built in a new way. It represents a new way of approaching the hotel business. Innovation can be found throughout our entire concept. Our building process is one of “Industrial Flexible Demountable”, our rooms are prefabricated off-site and then shipped on trucks and stacked as building blocks on the desired location.

Our modular system combines functionality with comfort and contemporary design. Our rooms are the height of functional space and design, with a range of amenities and technology on par with most 5 star properties. Our lobbies are named “living rooms” offering our guests the comforts or their own home, with designer furniture by Vitra, a 24 hour Food and Beverage outlet, and various spaces to relax, work, and enjoy.


What will a typical OSIB hotel look like?
There is nothing typical about an OSIB hotel.

Together with our house architects Concrete a new hotel experience has been created. The exterior of the hotel features a multi-angled glass façade, in addition to various artist impressions. The lobby features several multi-functional living rooms with designer furniture by Vitra. There is also a 24 hour Food and Beverage outlet serving a wide range of specially selected products.

In the evening the outlet doubles as the bar, where our guests choose from our premium selection of drinks. An OSIB hotel has a range of 150-250 rooms; each room is identical yet is fully customizable by each guest. The rooms feature extra king size beds, luxurious bed and bath linen and rain showers. Besides the easy accessibility of free Internet access, free movies and a global plug system, the rooms feature the latest in technological innovation.

The mood of the room can be completely personalized, thanks to Philips Ambient Technology. A touch-screen electronic mood pad makes it possible to control the LED lighting as well as the climate, blinds, ambiance music and wake-up call. For those who love natural light and gazing at the city lights, every room has a wall-to-wall window.


Who is your client?
Our clients are the new generation of modern day travelers in both the business and leisure segment. Onestarisborn guests can be described as active people, who are young at heart, design oriented, want to be inspired and want to experience / explore new things with regard to hotel product and service propositions.

They are cost conscious and more likely to spend money on a fine dinner or a nice suit rather than an unnecessarily expensive flight or hotel.

The typical Onestarisborn client is: International a frequent traveler on both short and long haul flights; Contemporary and up to date with the latest lifestyle trends; and is a Personality being very free spirited, outgoing and fun.


Five adjectives that describe a Onestarisborn experience from a client's point of view

Here are 6 adjectives:
Innovative
Inspiring
Contemporary
Luxurious
Personality
Value


How are you planning to expand in Europe and what are your next steps?

Onestarisborn’s expansion plans are ambitious. We are planning our expansion by focusing on A locations in key European cities. Our acquisition team is constantly searching for opportunities. Our target is to open approximately 50 hotels by 2015.

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