EXTREME Hotels and Sports Resorts, a ground breaking hotel management and licensing company, and "Rosa Khutor" Ski Resort Development Company LLC, have appointed London hotel specialist architects and interior designers Dexter Moren Associates to design the EXTREME Hotel interior in Sochi.
The 209 bedroom EXTREME Hotel and sports resort will open in 2015 for domestic and international travellers alike. Strategically located at the foot of the Alpine Ski slopes and adjacent to the Rosa Khutor EXTREME Park, both developed for the Winter Olympic Games 2014, the EXTREME Hotel will deliver the ultimate adventure playground for even the most demanding guests.
The new EXTREME Hotel is inspired by sports, fashion, art and music, Al Gosling, CEO of EXTREME and founder of the Extreme Sports Channel says, "We are creating an original hotel offering that resonates with travellers who crave a getaway geared to their high-octane pursuits and their lifestyle. Once delivered we will have created a great destination to not only do the sports but everything else that makes your stay unforgettable, the people, the party, the experience…You may not remember but you will never forget."
Director at DMA Jacqui Kirk explains "Our brief is to translate the globally renowned EXTREME brand and bring it to life within a hotel context. Working together we are creating a completely immersive space which pushes the boundaries of a conventional hotel towards a much more dynamic offering. Within the hotel the user can define their stay and the way they use the space."
Guests won't enter into a traditional hotel lobby, but instead will become immediately immersed in the brand, with the entrance being open plan to the café zone, bar and dance floor- flexibility will be central to this area creating a very different vibe from day to night. Juxtaposing the energy from here to the Après Snow area will provide outdoor & indoor spaces with big open fireplaces, DJs, bar to party in straight after skiing. Adjacent to this the gaming area includes a range of experiences that connect with our guests way of life. When guests are ready to kick back and switch off, the rooms will provide the perfect crash pad. Beds will be mounted on casters so they can be moved around at will doubling to form partitions which can create a private cocooned space.
Recognising that the world presently holds more than 165 million Extreme Sports participants worldwide, and that Extreme Sports are the fastest growing market sector in the sports arena, EXTREME Hotels has a clear market positioning and a community craving this product. Future EXTREME hotels are being developed and planned in Europe, Africa and the Middle East.
For further information please contact:
Alex, The Extreme Sports Company
Tel: +44 (0) 20 7244 1000
Dexter Moren Associates. Jacqui Kirk, Director
Tel: +44 (0) 20 7267 4440
Dexter Moren Associates. Elizabeth Jones, Marketing Executive
Tel: +44 (0) 20 7267 4440
Notes to Editors:
About Dexter Moren Associates
Dexter Moren Associates is an award-winning architecture and interior design practice specialising in hospitality and hotels. Current projects include Gansevoort Shoreditch, Hilton London Bankside, Shangri La at The Shard London, Otkrytie Arena Moscow - a football stadium for FC Spartak & a 2018 world cup venue, and a luxury champagne bar for Jumeirah in Dubai.
About The Extreme Sports Company
The brand's heritage began in 1999 with the launch of the Extreme Sports TV Channel in 60 countries. Rooted in the counterculture of surf, skate, snow and punk rock, EXTREME TV remains the world's leading 24/7 TV channel dedicated to extreme sports and the associated lifestyle. With support for the sports at its core, the business has grown rapidly and today operates a brand management and licensing company delivering branded consumer products and experiences across hotels, sports resorts, drinks, fashion, men's grooming, electronics, apps & gaming.