nhow Hotels & Resorts Launches ‘dance nhow, change now’ To Inspire Guests

Eight nhow Hotels & Resorts will feature an innovative new concept: dance “nhow, change now,” designed to inspire guests to embrace self-discovery and transformation during their stays, through the power of movement.

nhow Hotels & Resorts launches ‘dance nhow, change now’

The new initiative debuted at an exclusive launch event this week, held at the brand’s music-inspired property, nhow Berlin. The event featured a keynote talk by UK-based, world-leading dance psychologist, Dr. Peter Lovatt, also known as Doctor Dance.

The doctor has spent decades exploring the connections between movement, thinking, emotions, and social bonding.

This new concept will be rolled out across all eight nhow properties in the spring, as well as the brand’s newest openings, nhow Lima and nhow Rome, later this year.

A transformative guest experience

At nhow Hotels, everything is unexpected, thought-provoking and surprising. Reflective of the nhow brand, known for offering distinctive, creative, and unique stays, “dance nhow, change now” is grounded in extensive research in dance neuroscience, neuroarts, and neuroaesthetics.

The new initiative reveals the profound impact that artistic movement and expression can have on stimulating the brain, reducing stress, and enhancing overall well-being.

Moreover, by integrating these scientific insights into the guest experience, the brand aims to create transformative moments that inspire meaningful, life-changing memories of self-expression. Meanwhile, most importantly, the initiative encourages guests to prioritize both their physical and mental health – the core motivation behind starting this initiative.

Creative collaborations with leading dance influencers with ‘dance nhow, change now’

In order to bring the new concept to life, nhow Hotels & Resorts collaborated with several renowned creatives from various artistic disciplines. These include nine diverse international dancers and influencers who appear in the new brand and property videos.

Among these are TikTok sensation, Noel Robinson, known for his viral street dance videos. Moreover, British dancer Will West, who stars in the recently released Wicked movie is also on board. Together, the dancers have produced an array of engaging visual content to further amplify the initiative.

A traveling photography exhibition

Meanwhile, Paris-based portrait and fashion photographer, Daria Senin, renowned for her creativity in capturing human expression, has been among the driving forces behind the development of the new brand assets. Moreover, a photography exhibition showcasing Daria’s stunning images will tour all nhow Hotels & Resorts in the coming months.

The traveling event will start at nhow Berlin, where it will be available for eight weeks starting from the launch date. Meanwhile, the creative direction and production of the video series are led by Alexandra Rasmussen of the Copenhagen-based production company, NG Media.

Dance experiences and events across nhow Hotels & Resorts

Guests will be given the opportunity to engage with the “dance nhow, change now” initiative through a selection of experiences and exciting events across all nhow hotels as follows:

1. THIS.IS.EDEN, a silent disco dance experience, will be available for booking at several nhow properties in Benelux and Germany.
2. nhow Frankfurt’s NFT Skybar — Germany’s tallest rooftop bar has partnered with the World Club Dome dance music festival to host a series of exclusive after-work events, featuring top local DJ performances and immersive experiences. These events will take place on the first Tuesday of each month from April to June, leading up to the World Club Dome festival in June.
3. nhow Milan will host dance yoga sessions twice a month on the property’s Vertigo rooftop, in partnership with exercise accessory brand CAPSULA, along with DJ sessions every weekend.
4. nhow Rotterdam will host DJ salsa nights on the last weekend of each month throughout the summer, along with a variety of dance parties at the property’s Elvy Gastrobar.
5. nhow Amsterdam will host Salsa & Bachata Nights at the hotel’s Moana Bar, with four scheduled dates in the coming months.
6. Meanwhile, nhow Berlin will host two special dance events for women this summer: “Mama Geht Tanzen” and “Tanz Dich Glücklich.”
7. nhow London, the brand’s UK property, has partnered with the renowned dance theatre Sadler’s Wells to offer guests a 15 percent discount on tickets.

These are just a few initial examples of how the dance offerings will be held across the different properties, with experiences continuously evolving to meet guests’ preferences.

Meanwhile, fans and followers can look forward to an exciting TikTok competition this coming summer, where they can share their own interpretations of the choreography.

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