FHW Staff– Mumbai
Le Méridien reinforces its commitment to coffee culture with the launch of its new year-long Inspiration Brewed Here campaign and the appointment of Esther Maasdam as the first ever global latte artist for the brand.
She will create 12 works of destination-inspired latte art from around the world using Le Méridien hotels as her inspiration. Maasdam will travel to locales such as New Orleans, Hong Kong and London. She will also work with Le Méridien Master Baristas globally to develop local recipes and designs to help guests unlock the destination through coffee.
Le Méridien will kick off the new campaign on November 11, 2014 at Le Méridien Vienna, coinciding with the hotel’s 11th anniversary. Vienna is regarded as the epicenter of coffee culture. Destination-inspired latte art is the first phase of the Inspiration Brewed Here campaign. Le Méridien will continue to announce new coffee programming throughout 2015 at hotels worldwide.
The signature Le Méridien Hub has transformed the brand’s hotel lobbies into gathering places for creative and curious minds to meet and converse in a coffeehouse-like atmosphere. The Le Méridien Hub will be implemented in all Le Méridien hotels by end of next year. Last year, Le Méridien brand created a Master Barista role in the Hubs of each of its hotels globally. Master Baristas boast a technical skillset beyond making basic coffee drinks and undergo intensive training designed by Le Méridien and its global coffee partner illy.
Since launching its partnership with illy, coffee consumption by Le Méridien guests has grown by more than 15 per cent each year with guests now consuming 7.6 million cups of coffee versus 3.8 million cups in 2007. According to a global survey commissioned by Le Méridien, coffee surpasses sex as the ideal wake-up call according to more than half (53 per cent) of travellers.
The survey also found that an overwhelming 78 per cent of people would rather give up alcohol, social media or sex with their partner for a year rather than forfeit coffee, and more than half (53 per cent) of respondents said that if they were going to post a beverage on their social media accounts while travelling, it would be coffee.
Brian Povinelli, global brand leader, Le Méridien and Westin, said, “Coffee and art are essential elements for creating the inspirational environment found in our Le Méridien Hub globally. Combining these passions through latte art is a natural extension as we help our guests unlock the destination whenever they stay with us.”
Maasdam, global latte artist, Le Méridien, said, “Le Méridien encourages its guests to unlock each destination via locally-inspired programming and cuisine with an eye for the arts. Merging my work in latte art with the inspiration that travel naturally brings is an exciting and unique challenge.”