Brand environments specialists, Household, have been appointed to create the interiors concepts and customer journey for a new 'not spa - spa' experience at North Cornwall's surfers paradise spot, The Hotel and Extreme Academy, Watergate Bay.
London based Household won the project on the basis of their work for Soho House Group's exclusive members club, Shoreditch House. Work on site to develop the 10,000sq ft interior and exterior concepts begin in late September, with completion due early 2012.
Watergate Bay is described by its managing director, Will Ashworh as a "ski-resort on the beach," the area offers the hotel, restaurants - including separately owned Fifteen Cornwall, inspired by TV chef Jamie Oliver -, apres-surf bars and the Extreme Academy in one compact area. It is known as much as a "foodie" place as it is for it's surfing and is popular amongst locals as well as the core customer base of 25-45 year old urban professionals, coming mainly from the South of England.
"The experience at Watergate Bay is all about the balance of life. It's being active, getting amongst the elements, eating and drinking well, spoiling yourself a little, chilling out, getting cosy and most of all, having a good time," Ashworth said. "We were very impressed by Household's work with Shoreditch House, where they successfully reflect that feeling of understated luxury and comfort, right on target with the core customer. Their concepts for Watergate Bay totally won us over and I'm certain that, working with the architects, the end result will give our guests an experience that will underpin The Extreme Academy & Hotel, Watergate Bay, as the perfect choice for a year-round escape."
To reflect the informal 'ski-resort' feel for Watergate Bay, Household was briefed to build in a spa element to the hotel that would challenge the traditional way of thinking, a much more relaxed-active 'not spa - spa concept'. This new facility will steer away from the typically formal, hushed, clinical and sterile spa offers, to present an active, relaxed, stylishly warm, 'lived-in' and sustainable space. The intention is for the new 'not spa' to become the perfect partner to beach life, all year round.
"Watergate Bay is relaxed beach living, there are no rules, just the way it should be," said Sarah Page, Creative Director at Household. "It's perfectly imperfect. Our design concepts will offer the guests an environment that has that something extra, something that invites you to leave the chaos behind and feel free to create your own space. The Boardwalk, which will act as the link for all that's available to find at Watergate Bay, will take you on a journey to discover what fits your mood, whether that be hideaways, social hubs, look-outs, foodie treats, feet-up, snooze spots or sun-spots. Our eye for detail alongside the personal touches will make people feel right at home."
Household will work with London and Cornish architects Stride Treglown, with a focus on the use of locally sourced materials. The Not spa - spa will offer; treatment rooms, a Hammam, gym, changing facilities, 'ocean' room for relaxation and socialising, a 'surf in surf out' facility - similar to a 'boot room' - and improved guest reception.