The secret to our success lies in our ability to really understand the needs, wants and frustrations of our target audience. In developing Zoku, we did extensive research and found out that current offerings were often perceived as too traditional and not flexible enough for global nomads.
Where traditional hoteliers start with a floor plan, we see this as our end station. Instead, we started with a blank canvas to define how we can create more value for our guests compared to industry alternatives. We defined and tested all functional experiences that people would like to have to make their stay convenient, efficient and comfortable. After this we defined how we can increase the experience even further by offering tailor-made services, creating a social concept where people feel relaxed and well immediately, and designing a seamless integration of the on- and offline guest experience to really enrich people’s lives while living and working abroad.

Previously, none of this had been developed for the long stay segment.
Before going to the drawing board, we coined factors and ideas that would result in an attractive price point as well (leaving the frills out and creating space in less square feet). Most importantly, Zoku was a real crowd-sourcing project, where the entire concept was developed in close co-operation with our target audience, who extensively challenged us and tested all four prototypes and concept designs.
Designed in collaboration with Concrete, the award-winning interior design and architecture agency, Zoku is an entirely new product category: a home-office hybrid, suitable for long stays, with the services of a hotel and the social buzz of a thriving neighborhood. It’s a relaxed place to live, work and socialize with like-minded people while getting wired into the city.