JO&JOE: reinvented hospitality
In September 2016 we were telling you about the launch of a brand new brand, JO&JOE, an Open House thought up by and for the Millennials. Its aim? To offer a new form of hospitality, combining the best aspects of hotels, youth hosteling and private rentals.
A first open-house, feet in the water
Faster than a tweet? Just a few months after the announcement of its creation, the JO&JOE brand opens its first address in Hossegor, a top surf destination and great favorite with Millennials. And because the brand really knows who are the right people to mix with, for its first Open House it's chosen to associate with Quiksilver and Roxy, two inevitable brands in the world of surfing and sport!
Creating an Open House in just 3 months is a crazy challenge. But one made possible by the team’s start-up mode approach and considerable agility combined with the support of our partners Quiksilver and Roxy.
Solo or in tribe?
Starting with a vast building in the local architectural style, with a leafy 10,000 sq.m. garden, JO&JOE mixed everything up to create an open house that epitomizes its disruptive DNA. The interior was redesigned to create open spaces flowing seamlessly from indoors to outdoors, flexibility of the furniture allowing multiple uses, and the design brief was to create a funky place to meet people and relax.
Designed so that everyone retains their privacy, the sleeping accommodation offers different solutions to suit all needs: Together (a shared sleeping area for 7 to 12 people), Out of the Ordinary, (uniquely laid out accommodation for up to 10 people) and Yours (private rooms for 2 to 5 people).
The communal areas include the HAPPY HOUSE, a private area for tripsters equipped with lockers, where they can relax, work, cook or do their laundry, and the PLAYGROUND, open to both tripsters and townsters, comprising a bar stocked with local beers, and a restaurant serving local dishes prepared on the spot, with the price of a full menu starting at €10. Breakfast is served throughout the day, for just €4!
The PLAYGROUND is where the events take place – concerts, workshops, gatherings and various activities proposed by tripsters, townsters or JO&JOE staff. These shared spaces extend outdoors, with a terrace, a pétanque court, hammocks and a private garden for overnight guests. An ideal place to relax in the sun and enjoy nature.
Located between the lake and the beach, JO&JOE Hossegor is an idyllic spot for surfing and paddle boarding, but also for yoga, running and other activities that play to Quiksilver and Roxy's expertise and local roots.
JO&JOE Hossegor in key figures
€19 budget of the 145 beds per night
10€ budget for a full menu
4€ budget for breakfast
15 to 20 jobs created
10,000 sq.m. of gardens, 400 meters from the sea
A partnership with Quiksilver and Roxy built around the surfing way of life
Since 1969, Quiksilver has been the embodiment of surf culture. The heart of our philosophy is born of a passion to live in the present moment, and built on a surfer’s spirit of adventure and innovation. The Boardriders Group is delighted to be working in partnership with AccorHotels, a true flagship for global tourism. It’s a real pleasure to work with teams that share the same vision. We are proud to bring the authenticity and credibility of the Quiksilver and Roxy brands to the launch of this modern and ambitious concept, which will revolutionize the way we travel.
JO&JOE, Quiksilver and Roxy share the same mind-set, the same commitment to innovation and interaction, a desire to offer an intense, high quality experience, and a certain vision of the good life, based on relaxation and having fun.
Hossegor is the home of Boardriders, the group behind the Quiksilver, Roxy and DC Shoes brands. When the opportunity arose for JO&JOE to open there, the partnership was forged naturally.
Blending JO&JOE's accommodation, F&B and entertainment/events expertise with the universe of surfing for Quiksilver and boardriding and fitness for Roxy leverages both partners’ strengths.
Design teams from design company PENSON and AccorHotels worked with Boardriders' designers to push the JO&JOE brand's original innovative design proposition to the limit, giving it a local twist so that JO&JOE Hossegor has an identity that is all its own. The Open House will include decorative features inspired by Quiksilver and Roxy and a pop-up store where guests can hire or purchase equipment and accessories.
Athletes who act as Quiksilver and Roxy brand ambassadors will be invited to lead masterclasses, workshops or other events. An opportunity to enjoy a unique experience alongside such big names as Jérémy Florès, Leonardo Fioravanti, Justine Mauvin. These brands' authenticity is of critical importance for JO&JOE, to attract townsters to the Open House to take part in collaborative projects.*Tripsters: explorers from out of town
** Townsters: local residents
Food & Beverage
With our new F&B strategy we invite our guests, partners and talents to join our table for global experiences.
Our lifestyle world is opening its doors to you: welcome to hotels that have far more to offer you than just sweet dreams in the Land of Nod.