STAYCITY GOES WILDE WITH LAUNCH OF DESIGN LED BRANDPublish date: Tue 11 Jul, 2017
Staycity, one of Europe’s leading aparthotel operators, has this week announced details of its new premium brand – Wilde Aparthotels by Staycity.
With the name inspired by Irish 19th century playwright Oscar Wilde to emphasise its Irish provenance, the concept will be rolled out across gateway city centre locations throughout Europe. The first will open this Autumn on London’s Strand, followed by properties in Edinburgh, Manchester and Berlin.
“Wilde by Staycity has a clear personality and its distinctive style, comfort and clever design will appeal to today’s city traveller whilst retaining our trademark home-away-from-home hospitality,” said Tom Walsh, Staycity Aparthotels’ CEO and co-founder.
The 106-room building on The Strand, managed by LaSalle Investment Management on behalf of one of its clients, was developed for Staycity by Galliard. Staycity Aparthotels has a 35-year lease on the property, which will offer studios and deluxe studios over eight floors including three sky level studios.
Wilde Aparthotels by Staycity offers guests the latest intelligent in-room technology including a 43” flat screen smart TV and touch control panels for lighting, air conditioning, towel rails and blinds. Luxury features include a super-comfy XL-sized bed, rainfall shower and high quality bed linen complemented by a collection of Irish inspired crafted accessories and soft furnishings.
The studio and deluxe studios have fully equipped kitchenettes with a Nespresso machine and NutriBullet for quality coffee and juicing. All rooms are fitted with a Handy guest smartphone device offering free local and international phone calls to selected destinations.
The look is completed with solid oak flooring and a finely detailed piece of handcrafted joinery curated with local curiosities whilst housing the kitchen and bathroom. Rooms and public spaces contain bespoke artworks, commissioned by Wilde to capture its distinct personality.
“The brand combines design cues from its locality coupled with an Irish stamp that alludes to its heritage. We intend Wilde to have a true sense of place, with designs continuing to evolve at each property,” added Tom Walsh.
The Wilde concept was created by Staycity’s in-house design team along with renowned architects Heneghan Peng, the London branch of design firm Perkins + Will, and Dublin-based branding agency Zinc Design.
About Staycity Aparthotels
Staycity Aparthotels is a privately held company based in Dublin offering quality short-term and long-term apartment and aparthotel lettings in central city locations. These include Dublin (179 apartments), Edinburgh (146), Manchester (266), Liverpool (56), Birmingham (249), London Heathrow (269), London Greenwich (166),Paris (50), York (197), Marseille (108) and Lyon (144). With a total estate (pipeline and operating) totaling over 4,500 apartments the company is on target to achieve its stated aim of 15,000 apartments by 2022.
Staycity Aparthotels was founded in 2004 by Tom Walsh and his brother Ger, starting with a single apartment in Dublin’s Temple Bar, a former recording studio used by the likes of U2.
With an active European expansion plan Staycity has quickly established itself as one of the leading aparthotel operators. Projected annual turnover for 2017 is expected to reach €60m.
Staycity’s properties are made up of studios, one-bedroom and two-bedroom apartments offering 24-hour reception, fully equipped kitchens or kitchenettes, a dining area, sitting area and bathroom. Additional features include complimentary Wi-Fi access, flat-screen TV and guest laundry facilities as well as weekly housekeeping. Most sites have private car parking facilities and many offer a dry gym. All latest generation properties, such as London Heathrow, York, Birmingham Newhall Square, Lyon and Marseille have a guest lounge/café for breakfast, all day snacks and beverages.
In 2015 Staycity Aparthotels won the Industry Breakthrough Award at the Association of Serviced Apartment Providers (ASAP) Annual Awards as well as being inducted into the Tripadvisor Hall of Fame for its Dublin (Saint Augustine Street) and Birmingham (Arcadian Centre) locations for five consecutive years. In 2016 Staycity was highly commended in the Serviced Apartment Business of the Year Award Corporate category at the ASAP Awards while in 2017 Staycity Aparthotels York Paragon Street was a finalist at The Serviced Apartment News Awards under the Best Aparthotel category. The company also gained four nominations in the recent Serviced Apartment Industry Awards.