MiniMax Select Hotels Launches on Times Square: Conceptual Hotel Showcases Trend of Personalization

Shanghai, Nov. 26, 2014 /PRNewswire/ -- In October this year, MiniMax Select Hotels, under Shimao Group, made its global debut as the world’s first conceptual hotel on New York’s Times Square. Its distinctive positioning of youth-oriented, personalized customization sparked global discussion and attention.

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Shimao Group has taken a different path in the traditionally standardized hotel industry, exploring innovations in the field. MiniMax Select Hotels precisely targets specific customer segments and focuses its efforts on creating various experiential services that meet — and even generate — customer demands. The brand is dedicated to developing a groundbreaking new concept in hospitality. Aimed at new generations who embrace trends and dare to break traditional boundaries, MiniMax Select Hotels firmly target the younger demographic. Among them, the mid-range MiniMax Select Hotels — the conceptual mid-tier brand — cater to unconventional, fashion-forward individuals. The upgraded MiniMax Premier Select Boutique Hotels — the high-end conceptual brand — are designed for those who value quality yet yearn for freedom. MiniMax Select Hotels overturn all conventional hotel concepts by blending quality with creativity, and integrating an interactive, bold, and exploratory spirit into an enchanting experience of happiness.

MiniMax Select Hotels

The trend of innovation is irreversible, and pioneers are often the ones who lead. In the hotel industry, breaking tradition requires rare courage and strength. And MiniMax Select Hotels is precisely such a trailblazer — the world’s first conceptual hotel that interprets a user-centric service philosophy from a new perspective. The essence of innovation stems from demand. For the hotel industry, are customers’ needs really unchanging today? In interviews, many young people expressed their desire to try hotels customized to their personal preferences and showed strong interest in this groundbreaking Chinese concept hotel — MiniMax Select Hotels.

MiniMax Select Hotels

The shift from “Made in China” to “Created in China” is not limited to the manufacturing sector. MiniMax has achieved a breakthrough in “Created in China” within the hotel industry. As the first conceptual hotel with unique personalized customization services, it disrupts traditional hotel experiences and consumption models. Guests are liberated from convention in this hotel tailored specifically for them. This is set to become an important trend in the tourism market.

MiniMax Select Hotels

The world’s first MiniMax Select Hotel — Shanghai Songjiang Shimao Select Hotel — will make its stunning debut this December. Located at Songjiang Wanda Plaza, it neighbors high-end office buildings and large commercial complexes, and is close to the Songjiang University Town. The hotel enjoys a prime location, offering convenient access to popular tourist attractions such as Happy Valley and Chenshan Botanical Garden, and is just steps away from the Line 9 subway station. Guests can freely choose their bedding, with options including champagne gold, Armani gray, and earthy warm tones in the rooms. Instead of a minibar, the hotel offers a “Supermarket” in the lobby with a wider selection for more personalized choices. Collaborating with renowned fragrance brands and music production teams, the hotel adopts a stylish approach, skillfully blending cutting-edge technology with nature. It features specially curated MiniMax signature music and AIR AROMA scents that change with the seasons — plant-based, water-soluble molecules that offer a distinct seasonal experience anytime.

MiniMax Select Hotels