Source: NOVUM Hospitality
Michael Fritz, Viva con Agua and David Etmenan, NOVUM Hospitaliy — Photo by NOVUM Hospitality
Source: NOVUM Hospitality
Source: NOVUM Hospitality
NIU by NOVUM

For its young brand niu, NOVUM Hospitality is focussing on socio-cultural collaboration by teaming up with the non-profit Hamburg-based Association Viva con Agua de Sankt Pauli e.V. As part of its partnership with niu hotels, a select group of artists collaborating as part of Viva con Agua Arts and Millerntor Gallery have decorated the hotel walls in the artistic and urban "good Swag" style. Proceeds of the collaboration between Viva con Agua Arts GmbH, Millerntor Gallery will go to water and sanitation projects sponsored by the Water Initiative. Initially, the focus will be on the current Viva con Agua Project in Uganda. Lastly, the partnership also includes the sales of merchandise and drinks from Viva con Agua in the niu shops as well as all niu restaurants, bars and bistros. Future projects are already in the pipeline.

From the street to the hotel lobby: Urban Art goes niu

The reason for this collaboration is obvious: each niu hotel offers a sustainable, innovative and urban meeting place with an individual, location-inspired feel. Likewise, the artists of the Millerntor Gallery all have their own individual, yet they all have one thing in common: contemporary urban art, which is a perfect fit with niu's sustainable urban hotel concept. "Our brand values and vision are in perfect harmony with those of Viva con Agua. This collaboration has allowed us to give our hotels an authentic design, which in turn ensures that our guests can experience our sustainable and unique brand identity," explains David Etmenan, Chief Executive Officer and owner of NOVUM Hospitality. It is not just this unique style of art that convinced NOVUM Hospitality from the very beginning. It is also about the social-cultural commitment, which is a matter PRESS RELEASE truly dear to the hearts of both partners. The art investment made by NOVUM Hospitality will amount to over 1.3 million euros in the coming years.

#Wildlife: niu Cobbles goes is truly wild

The first artist who has been given free rein in his creative work at the niu Cobbles hotel in Essen is Björn Holzweg. There are no restrictions for the artists, as they are free to develop the character of each niu hotel. The history of the former coal-mining area can be seen in the industrial colliery design throughout the entire Cobbles nui hotel, which includes striking contrasts and fragmentation. Björn Holzweg has immortalized his work to match the brand, giving the niu Cobbles a strong character by portraying animal heads in urbanpolygonal style, integrating colours from the world of industrial design. Whether it is the geometric lion on the lobby floor or abstract art at the bar – niu hotels invite, no urge you to explore and take selfies and photos with your friends!

Initial art projects at the niu Hotels:

About the NOVUM Hospitality

With currently 151 hotels and over 17,000 hotel rooms at over 65 locations in Europe, the family-managed NOVUM Hospitality is one of the largest hotel groups in Germany. Founded in 1988 and on a steady growth curve since 2004, NOVUM Hospitality – under the management of CEO David Etmenan – is extraordinarily dynamic. The hotel portfolio comprises three and four-star hotels, all in central locations, which are run under the brands NOVUM Hotels, Select Hotels and niu. In addition, NOVUM Hospitality operates as a franchisee of the InterContinental Hotels Group, AccorHotels, Best Western Hotels & Resorts und Choice Hotels.

Carmen Majewski
NOVUM Hospitality
+49 40 600 808 336
NOVUM Hospitality