Insights from a Property Developer on Creating Transformative Hospitality Spaces, ft. Eric Jafari at AENDRE

Creating Transformative Hospitality Spaces: A Conversation with Eric Jafari

In the ever-evolving world of hospitality and real estate, the ability to merge creativity with function is a rare talent, and few understand this balance as well as Eric Jafari, co-founder of AENDRE, a company focused on transforming the hospitality sector. Having co-created the renowned Locke Hotels and previously serving as Chief Development Officer at Edyn, Eric has mastered the art of transforming underutilized spaces into vibrant, meaningful environments. In our recent conversation, Eric shared his insights into the world of office-to-hospitality conversions, the importance of embracing creativity, and how the future of hospitality might just be about more than offering a place to sleep.

The Journey of Locke and Beyond

Eric Jafari’s journey into hospitality started with real estate, but creativity has always been in his blood. His father, an architect for Disney, designed iconic projects like Disneyland Paris, which influenced Eric’s ability to create immersive environments. Locke, a collection of lifestyle hotels launched in East London in 2016, became a prime example of how design and experience can transform traditional hospitality. With 16 Locke hotels across Europe, including in cities like Dublin, Zurich, and Berlin, Eric proved that great hospitality is not about repeating the same formula but adapting to the unique context of each location.

"Every property should be treated like a brand of one," Eric explains, emphasizing the importance of designing around the unique fabric of a building. At Locke, each hotel tells its own story, shaped by the local environment and culture. Rather than rolling out carbon copies, Locke's success stems from its individualized approach to design and service. From interior layouts to food and beverage strategies, each hotel is a response to its micro-location, contributing to the local community rather than just occupying space.

Office-to-Hospitality Conversions: Creativity Within Constraints

One of the most fascinating aspects of Eric’s career has been his work in converting office spaces into hospitality venues. With 20-30 projects under his belt, six of which involved converting offices, Eric sees these transformations as opportunities to innovate within constraints.

"Limitation is the mother of creativity," he says, highlighting how the structural quirks of office buildings often spark the most creative design solutions. These spaces, often with deep floor plans, offer the perfect foundation for creating extended-stay hotels. Unlike traditional hotel rooms, which can feel cramped after a few days, extended-stay rooms need to provide a more homely atmosphere with separate areas for living, working, and relaxing.

By converting office buildings with their larger floor plates, Eric and his team were able to create rooms that feel like one-bedroom apartments, complete with kitchens and living areas, perfectly suited for guests staying longer than just a few nights. As Eric notes, "The most profitable room size is often a balance – big enough for comfort, but smartly designed to use every inch effectively."

The Power of Adaptability: Lessons Learned from Designing Hospitality Spaces

A key takeaway from Eric’s extensive experience is that flexibility and adaptability are essential when converting spaces. Traditional hotels often follow strict brand standards, but this rigidity doesn’t work for office conversions, where every building presents unique challenges and opportunities. Eric advocates for embracing the quirks of a building rather than trying to impose a fixed design template.

"You’ve got to treat every building like a brand of one," he advises, encouraging architects and designers to work with, not against, the limitations of each space. For example, if a building has low ceilings, designers can play with lighting and materials to create a sense of coziness. On the other hand, if a space has high ceilings, it’s an opportunity to create something more open and grand.

Eric also stresses the importance of aligning all parties involved in the development process. From franchisees to developers, real estate owners, and operators, everyone needs to be on the same page. By consolidating all functions under one roof, as they did with Locke, the team could create unique experiences without the compromises that often come when different parties have conflicting agendas.

Future Trends in Hospitality: Technology and Wellness

Looking ahead, Eric sees two major trends reshaping the hospitality industry: technology and wellness.

On the tech front, Eric believes that personalization will be key. He imagines a future where hotels leverage technology to remember guests’ preferences and personalize their stay down to the smallest detail. "Why can’t a hotel remember that you like a flat white in the morning and a Negroni at night?" he asks. The integration of facial recognition, advanced customer data management, and automation could help mid-scale hotels provide a luxury-level experience without the need for a large staff.

But beyond technology, Eric is particularly excited about the role of wellness in the future of hospitality. He sees a shift in how younger generations, particularly Gen Z, approach wellness. For them, wellness isn’t about lying by the pool in a quiet spa; it’s communal, active, and high-energy. Eric envisions a new breed of wellness-centered hotels that offer fitness experiences akin to CrossFit or SoulCycle – vibrant, social environments where guests can meet new people and maintain their healthy routines while traveling.

Sustainability and ESG Compliance: The Role of Office Conversions

Finally, sustainability is a growing concern for both governments and consumers. With the push for ESG (Environmental, Social, and Governance) compliance, many office buildings are becoming outdated and in need of significant upgrades. Rather than letting these buildings become stranded assets, converting them into hotels offers a sustainable solution. By repurposing existing buildings, developers can avoid the environmental costs of new construction and offer more responsible hospitality options.

As Eric notes, the most sustainable form of travel is extended stay. Guests who stay longer in one place leave a smaller environmental footprint compared to those hopping from city to city. By focusing on extended-stay hotels, AENDRE aims to cater to this growing demand for more responsible travel options.

Looking to the Future

As Eric Jafari continues to push the boundaries of hospitality design with his new venture, AENDRE, the future looks bright for office-to-hospitality conversions. By embracing the unique characteristics of each space and staying ahead of trends in technology, wellness, and sustainability, Eric is set to transform not just buildings, but the very way we experience travel.

For more insights and inspiration in the world of architecture and hospitality, be sure to visit www.architecturesocial.com, where we continue to explore the latest trends shaping the industry.